How to Build a Conjoint Analysis Survey on the Pollfish Platform

How to Build a Conjoint Analysis Survey on the Pollfish Platform

We explained what is Conjoint Analysis in a recent article, which includes the purpose of such an analysis, how it exists in the Pollfish platform, its importance in market research, particularly in product development and more.

In the Pollfish online survey platform, we offer a choice-based conjoint analysis, which works differently than ranking and rating items. Instead, the choice-based version asks respondents specifically if they would buy a certain product or not. 

As such, this version shows survey respondents a series of options and asks them to select the one they are most likely to purchase or use.

The respondent will see alternatives included in choice sets that are repeated. Let’s learn how to use the Conjoint Analysis tool on Pollfish

This article guides you through the process of building a conjoint analysis on the Pollfish platform.        

How to Build a Regular Conjoint Analysis Survey

Follow the instructions below to easily access and utilize this new feature. 

1. Open the Pollfish dashboard and hit “Create a new survey.”
2. Add the conjoint method to your survey.
   1. At the question types option at the panel, there is a new method called Conjoint. Select it.
      
      
3. Add the instructions.
   1. At the block displayed, provide instructions for the respondent on how to respond to the question text. Conjoint is presented as a repeated single selection question with different sets of product alternatives each time, so that the respondent selects one of them.
      
      
4. Add attributes and levels.
   1. Attributes are the different characteristics that a product comprises, such as the shape, type, quantity, etc.
   2. Attributes can be categorized as Features by default. If you need to specify price attributes, use the Price type, so that the analysis includes the Willingness to Pay graph. When using a Price type attribute, we suggest the following: none of the levels of price is zero and if there are more than two levels, they should have approximately equal gaps between them.
   3. Levels are the values that each attribute can take. For example, the perfume attribute can have levels of floral, green citrus, lavender, etc. Product alternatives are constructed from level combinations of each attribute included in the Conjoint Analysis feature. 
      
      
   4. You can add the price levels formatted with a currency symbol or text that is displayed at the Conjoint question, while the plain numbers displayed at the “Just the number” fields will be used for the analysis.
      
5. Heed the following restrictions and advice on attributes and levels.
   1. A conjoint experiment should have at least 2 attributes.
   2. Each attribute should have at least 2 levels.
   3. Use a maximum of 6-7 attributes. We recommend displaying no more than these in your conjoint question; any more and respondents will have difficulty in weighing the different options available.
   4. It is suggested that when using a Price attribute, the levels are linear so that Marginal Willingness to Pay is not biased.
6. Prohibit particular level pairs.
   1. By default, all attribute levels have an equal likelihood of displaying together. This means that some product alternatives that will display in the conjoint question are not realistic. For example, sometimes a product will be shown with all the best features and at the lowest price. 
   2. In order to prohibit such alternatives, you can use the “exclude combinations” setting. We advise prohibited pairs to be no more than 4.
      
      
7. Enable none of the above.
   1. By default, the “none of the above” option is disabled.
   2. However, if you select to enable this option, this is visible on mobile every time a respondent views a choice set of alternatives (as a last choice under the alternatives).
      
      
8. Access the preview.
   1. In order to preview a survey that contains a Conjoint question, you should click on the “Generate preview” button at the questionnaire tab while editing your Conjoint.
   2. By clicking the “Generate preview” button, your Conjoint attributes and levels are used to “feed” the Conjoint Design of Experiments algorithm and you will preview the actual Conjoint question that respondents will get. 
   3. In the case that the survey contains any other questions, these will be included in the survey preview flow. 
   4. Additionally, the Total Cost gets updated, including Conjoint costs, the survey’s path length gets updated and the number of alternatives per choice set and a number of choice sets are displayed (as determined by the Conjoint Design of Experiments algorithm).
   5. Every time the number of attributes and levels changes, or excluded pairs are altered, you have to click on the “Generate preview” button, to preview the new Conjoint question and get informed about the cost.
      
      
      
9. Set the alternatives that each choice set contains and the number of choices that the respondents view.
   1. After you use the Conjoint Design of experiments, you can view how many times the Conjoint questions/ choice sets will be repeated and how many alternatives each choice set contains, as determined by the Conjoint Design of Experiments algorithm. Conjoint algorithms automatically decide the number of choice sets that each respondent will see in order to guarantee that all alternatives are displayed the same number of times to respondents.
10. Add additional content 
    1. Once your Conjoint question is set up, you are free to edit the rest of the survey in the questionnaire tab. You can add questions or question groups before and after the conjoint analysis question, determining survey behavior via survey logic. 
    2. Before the conjoint question, you can add consent questions and you can add follow-up questions after the Conjoint question, as you would at a regular survey.
11. Checkout
    1. Once you've completed setting up the Conjoint Analysis feature and any other questions, you can check out the survey. After it gets reviewed and approved, it will be live to gather responses.
12. Translate your Conjoint Analysis survey.
    1. You can translate your specified attributes and levels, so that you can view the analysis in the language of your preference. In addition, the translation of attributes and levels is applied to the exported data at the Excel, CSV, SPSS files and at BQ.
       

How to Create a Survey Link with Conjoint Analysis in Pollfish

Researchers on the Pollfish platform can use the Conjoint Analysis feature by way of a survey link and share it with your audience. 

They can also duplicate a survey link that contains the Conjoint Analysis to a regular survey using the Pollfish global survey network, or you can do the opposite, duplicating a regular one to a survey link to distribute it to your own audiences via social media, email and more. 

by lorraine