Traditional conjoint has the limitation of working with paired comparisons.  The challenge in today's world is that we typically are not just choosing between a pair of products.  There may be three, four or even five products in our final consideration and we will eventually select one of them for our final decision.  Discrete Choice is a variation of conjoint that allows for the testing of multiple products together in a single test.  This is more akin to a normal store shelf experience and generates stronger information.  Discrete Choice has become the "go to" tool for many product developers.

Leede offers the most current version of this tool. Adaptive Choice Based Conjoint brings together the best features of discrete choice and adaptive conjoint and provides a stronger user experience and better information.  Respondents can select out items they would not consider and the interview is built and adapted as the respondent makes their choices.

Contact Leede today to learn how we can help you with your specific needs.