IBM SPSS Conjoint

Easily Discover What People Value

  • Overview
  • Planning

IBM SPSS Conjoint (formerly SPSS Conjoint) gives you a realistic way to measure how individual product attributes affect consumer and citizen preferences. With IBM SPSS Conjoint, you can easily measure the tradeoff effect of each product attribute in the context of a set of product attributes—as consumers do when making purchasing decisions.

When you use both conjoint analysis and competitive product market research for your new products, you'll be less likely to overlook product dimensions that are important to your customers and more likely to develop products and services that sell.

Answer your critical product market research questions:

  • What product attributes do my customers care about?
  • What are the most preferred attribute levels?
  • How can I most effectively perform pricing and brand equity studies?
IBM SPSS Conjoint Brochure

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You can answer all of your questions by analyzing your new products before you spend valuable resources trying to bring successful products or services to market. Use IBM SPSS Conjoint to focus your efforts on the service or product development that has the best chance of succeeding.

IBM SPSS Conjoint has the procedures you need to conduct service and product development planning:

  • Orthoplan
  • Plancards
  • Conjoint

IBM SPSS Conjoint is available in English, Japanese, French, German, Italian, Spanish, Chinese, Polish, Korean, and Russian. Contact your local office to find out more.

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Determine Customer Preferences When Planning with IBM SPSS Conjoint

Expand IBM SPSS Statistics' capabilities with IBM SPSS Conjoint. Make better decisions about your data and gain knowledge in the planning stage that you can carry throughout the analytical process. IBM SPSS Conjoint, a IBM SPSS Statistics module, gives you several procedures for product and service planning. Also, it easily plugs into other IBM SPSS Statistics modules ensuring you can work seamlessly in the IBM SPSS Statistics environment.

IBM SPSS Conjoint gives you all the tools you need for developing product and service attribute ratings. You can use IBM SPSS Conjoint's three procedures to:

  • Generate designs easily: use Orthoplan, the design generator, to produce an orthogonal array of alternative potential products or services that combine different product/service features at specified levels
  • Print "cards" to elicit respondents' preferences: use Plancards to quickly generate cards that respondents can sort to rank alternative products
  • Get informative results: analyze your data using Conjoint, a procedure that's a specially tailored version of regression. Get results you can act on, such as which product/service attributes are important and at which levels they are most preferred. You can also perform simulation, which tells you the market share of preference for alternative products.

These steps save you time and money by generating a set of conjoint experimental trials that are a fraction of all possible combinations and attribute levels. You'll quickly learn how your respondents rank their preferences when you create and print cards they can sort. And, with the results from the Conjoint procedure, you'll learn how your respondents rank product attributes.

An 18-run orthogonal array created in IBM SPSS Conjoint's Orthoplan.

Figure 1: Save time and money with IBM SPSS Conjoint by using Orthoplan to present a fraction of all possible alternatives. Here, Orthoplan generates an 18-run orthogonal array instead of all 108 possible combinations in this example.

IBM SPSS Conjoint output showing attributes consumers prefer.

Figure 2: Easily see in this IBM SPSS Conjoint output which attributes consumers prefer. Here, the large bars associated with Package and Price indicate that design and price are most important.

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