How do people react if you alter a product or change a price? With multiple products to choose from, which product will they pick and which features drive their decisions?

Understanding what drives decision-making of customers is key when optimizing brand performance. Discrete Choice Modeling is often the best way to provide these insights, by replicating customer choice and trade-off behavior. That is, if you know when and how to use Conjoint Analysis, and how to get the most out of it.

Boost your choice modeling research knowledge

As a front runner in the field of choice modeling since 1979, SKIM is a trusted choice modeling partner to many leading brands, consultancies and other insights agencies across the globe. Whether you have some knowledge about conjoint already or you are just getting started, our SKIM Data Science team is happy to support you on your projects and help you get the most out of your conjoint studies as well!

Our Conjoint Seminar consisted of 3 consecutive 30-minute sessions:

  1. Getting started with Conjoint (10.00 – 10.30 CEST)
  2. How to get the most out of Conjoint (10.45 – 11.15 CEST)
  3. “Meet the Expert” exclusive consultation (11.30 – 12.00 CEST; limited availability)

1. Getting started with Conjoint research

In this session we shared a basic understanding of how conjoint works and how you can utilize this research method to get the answers your client is looking for. Our experienced trainers Egle Meskauskaite and Hans Willems reviewed the most common techniques and discuss the benefits and limitations of each.

Topics we covered:

  • What is discrete choice modeling / conjoint?
  • The most common conjoint techniques – MaxDiff, CBC, MBC – and when to use them


Hans Willems
Hans Willems,
Egle meskauskaite
Egle Meskauskaite,