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Conjoint results estimate what drives choices among the tested products. Review the design, sample, filters and weighting before interpreting the model.

Read the measures

Attribute importance describes the relative influence of each tested attribute; the importances sum to 100%. Its interpretation depends on the levels and ranges tested: widening the price range can increase price importance. Part-worth utilities describe preferences for attribute levels. Interpret them within the fitted design. Counts describe the choices actually made; estimated preference shares describe a model. Use the simulator to compare specified product scenarios. Review its choice rule and the products included. Demand curves and willingness to pay depend on the tested price specification. Preference shares are not a forecast of market sales.

Review model quality

Inspect model-fit results and the available bases. Fixed tasks are held apart from estimation and can help assess predictive performance. The browser and assistant estimate separately, so simulation results can differ slightly.

Check exports

The answers workbook includes conjoint utilities, choices and an editable simulator. Compare the exported design and respondent population with the chart before sharing results.