Conjoint Analysis is a research technique that resolves the natural trade-off buyers make when comparing product/service features such as quality and speed against prices. Accordingly, conjoint research is an effective tool to help marketers optimize the appeal of pricing-packaging combinations.

The three most common types of conjoint analysis are called "Adaptive (ACA)," "Choice-Based, (CBC)" and "Value Analysis (CVA)." The conjoint analysis technique most appropriate for a research project is determined by the desired objectives, number of attributes and levels, and the data collection methods (computerized vs. paper questionnaire). Conjoint research assigns calculated "relative importance values" to the range of options buyers consider when making selections. A major advantage of conjoint analysis is the ability to develop simulation models that take into account the offerings of competitors at various price points.

Relevant RKS conjoint studies have asked consumers to rank various "bundles" of energy-related products and services arranged by price, brand, and features. Members of a major association also drew on conjoint techniques to rate and rank an array of current program offerings. And conjoint analysis is a major element of our economic development and business relocation research.