4. Analyze and interpret the results of a joint analysis

The next step is to use the results of preference modeling to extract useful information for product (re)design. The results can be analyzed at both subject and group level.

For each individual, from the partial utilities of each attribute modality, we determine (Table 2) :

• the value attributed by the customer to a modality; this is represented by the partial utility; a positive value reinforces preference, a negative value inhibits preference;

• the importance of an attribute, which represents the customer's sensitivity to the attribute. To determine this importance, we calculate the utility amplitudes for each attribute (maximum value – minimum value). For example, for attribute A1, we find 2.0 – (-2.0) = + 4.0. We then calculate the ratio between this amplitude and the maximum amplitude...