Advanced Research

Getting Started with Choice-Based Conjoint in Surveti

Updated

Learn what choice-based conjoint measures and how to add your first CBC question to a survey.

All Advanced Research articles

Overview

Learn what choice-based conjoint (CBC) measures and how to add your first CBC question. Instead of asking what people say they want, CBC watches what they choose — and infers what drove the choice.

Prerequisites

  • Conjoint questions require the Research Team plan or above.

How CBC works

Respondents see several product profiles side by side and pick one, repeatedly. Each profile is a combination of attributes (Brand, Price, Storage) at different levels ($699 / $899 / $1099). Because the combinations vary systematically, the choices reveal how much each attribute and level actually drove the decision.

Step-by-step

  1. Add the question — click + Question and choose Conjoint. The conjoint editor with attributes and levels

  2. Define attributes and levels — under Attributes & Levels, add each attribute and its levels.

  3. Set the design — choose Number of tasks (how many choice sets each respondent sees) and Cards per task (profiles per set). Watch the Design quality indicator.

  4. Field the survey and analyze — once responses arrive, the Results card shows utilities and a share simulator automatically.

Tips

Tip: CBC earns its complexity when you're deciding between real trade-offs — pricing and packaging especially. If you just need to know which features people like, a MaxDiff or a ranking question is cheaper for you and easier on respondents.

Note: Keep it small. Every extra attribute and level makes the design harder to estimate and the task more tiring — see How Many Attributes Should Your Conjoint Study Include.

Put it to work in Surveti.

Start free — no credit card required.