1. Building different scenarios

Knowing that a product is supposed to be considered by the customer as a set of attributes (cf. box "The model underlying conjoint analysis"), you must first determine, for the product that concerns you, which attributes are to be taken into account in the study, as well as the associated modalities (example of attribute and modality for the product "computer", attribute "screen size" with 2 modalities, "13'' or 15''").

Which product attributes determine consumer choice?

To answer this question, you can use qualitative interviews with a panel of customers, focus groups or quantitative customer surveys. For example, a questionnaire with two questions asking the interviewee :

• quote (open question) (or tick from a list) the most important attributes that influence their choice when making a purchase;...