How can preferences be taken into account in product design?

You want to innovate by optimizing your product (or service) offering according to your customers' preferences, or more generally, you want to know which product attributes are the basis of customer satisfaction, so as to favor them in your next innovative projects.

Customer behavior towards a product is the result of complex trade-offs involving perceptions and preferences. To design a successful product, it is therefore important to understand these trade-offs, by analyzing customer assessments and preferences in relation to the product's composition.

This fact sheet presents a method - conjoint analysis (or conjoint measures analysis) - that provides an answer to this question. It outlines the principles of a conjoint analysis study, based on the collection of customer preferences through surveys, and their modeling.

Understanding customer satisfaction will enable you to :

• Develop a relevant product offering.

• Know the influence and importance of product attributes on preference.

• Measure the influence of a product modification on its attractiveness.

• Segment the product offer according to the preferences of different targets.