A technique that attempts to determine the relative importance consumers attach to salient attributes and the utilities they attach to the level of attributes. This information is derived from consumer’s evaluations of brands, or brand profiles composed of these attributes and their levels. Conjoint procedures attempt to assign
values to the levels of each attribute, so that the resulting values or utilities attached to the stimuli match the input evaluations provided by the respondents. The underlying assumption is that any set of stimuli, such as products, brands or stores, is evaluated as a bundle of attributes.
