Forethought recognises that predicting consumer behaviour via satisfaction ratings of behavioural drivers can be extremely effective. However, Forethought also recognises that product choices in the ‘real world’ are rarely clear-cut. In choosing one product or service over another, consumers encounter a complex series of decisions, balancing product/service attributes and price.

Conjoint Analysis is a quantitative research technique used to understand buyers’ preferences and the value placed on various product attributes in their purchase decision-making. Conjoint Analysis goes beyond single-factor attribute measurements, as it evaluates the ‘trade-offs’ that individuals make by studying the joint effect of multiple attributes of a product simultaneously.

Forethought has effectively applied Conjoint Analysis to many strategic research projects and Forethought retains the services of Professor Harmen Oppewal, an internationally renowned expert in the technique.