Conjoint Analysis

Conjoint Analysis: Applications by Paul Green showcases the practical power of conjoint methods in solving real-world marketing challenges. Drawing from decades of client-based projects, this book presents diverse case studies across industries such as healthcare, consumer goods, financial services, and technology. It reveals how businesses use conjoint analysis to prioritize product features, evaluate brand equity, test pricing models, and refine service offerings.

This hands-on book bridges the gap between theory and execution, highlighting the strategic decisions that conjoint results have influenced-from product launches to repositioning campaigns. Green illustrates how businesses can simulate market response and make confident, evidence-based decisions using customer preference data.

Designed for marketing professionals, consultants, and students of applied analytics, this book is a field-tested reference for deploying conjoint analysis in dynamic, competitive environments. Whether launching a new offering or optimizing an existing one, readers will gain a toolkit for applying conjoint insights to real market scenarios.