Turning consumer choice into strategy
At Haystack, we use Conjoint Research to decode how consumers make decisions in real life.
By simulating realistic choice scenarios, we reveal the trade-offs consumers make between price, brand, and subconscious product features.
It is not just a data exercise. It is a way to understand what drives preference, value, and purchase intent, so your brand can make choices with confidence.
About the service
What is conjoint research?
Conjoint research helps you predict how consumers will react to different combinations of features, prices, or brands.
In a conjoint study, consumers face realistic shopping situations where they choose between products that vary by elements such as price, brand, format, claims, or promotional cues. These trade-offs allow us to model real decision-making rather than relying on what people say they would do.
Because each choice involves compromise, conjoint analysis captures the behavioral logic behind preference. By focusing on direct choices instead of self-reported importance ratings, it closes the “say–do gap” and delivers a more accurate view of how consumers balance value, emotion, and practicality in real contexts.
Modeling real behavior
In a conjoint study, consumers face realistic shopping situations where they must choose between products. Each scenario can include variations of price, availability of brands, different formats or changes to pack & claims. These trade-offs allow us to model real decision-making instead of relying on claimed intentions.
From data to direction
You can use this simulator to test innovations, model cannibalization effects, and design strategies that reflect real consumer choice logic.
The outcome is a statistical model that quantifies the utility, or preference score, consumers assign to each feature and price point. These scores are integrated into a market simulator that predicts share of preference and forecasts how changes in your product, packaging, service, or pricing will influence demand, cannibalization, and market share within a competitive context.
Why choose conjoint research
When decisions about pricing, product, pack, or portfolio architecture need to be made, a sanity check is not an option. Conjoint research brings science and simplicity to complex market choices.
Predict real market outcomes
By simulating realistic choice scenarios, Conjoint Research predicts how consumers are likely to behave, not just how they believe they will. The method reduces the “say–do gap” and provides a more accurate reflection of real decision-making.
Optimize your product portfolio
Discover which combinations of features and price points maximize value, and identify the products that can win share without unnecessary cost.
Accelerate confident decisions
Conjoint models allow you to test unlimited “what-if” scenarios before going to market, reducing risk and saving time.
Start working on your conjoint research now
At Haystack, Conjoint Research is not just about running models. It is about translating complexity into clarity and turning choice data into commercial strategy.
Ideal partner
Why partner with Haystack for conjoint research
We combine decades of expertise with advanced conjoint techniques to deliver results that are credible, actionable, and grounded in real market behavior. From product innovation to price strategy, we design studies that connect directly to your business goals.
Our success rests on three essentials:
1. Category expertise
Our researchers know your market and its real decision levers. We design realistic choice tasks that reflect how consumers actually shop, whether in-store, online, or in-service setting, ensuring valid, trustworthy results.
2. Realism with efficiency
We balance statistical rigor with human realism. Our designs use advanced methods that stay intuitive for respondents, avoiding fatigue while delivering precise, high-quality data.
3. From data to direction
We turn simulations into strategy. Our market models forecast share, pricing, and product potential, calibrated where needed with sales or distribution data. Each project ends with clear, activation-ready insights that minimize risk and guide confident decisions.
Unique process
Built for real-world decisions
Our conjoint process mirrors the way people actually make choices, while integrating market context and commercial data for predictive accuracy.
Where data meets reality
We design shelf-, menu-, or mobile-based conjoint studies that reflect your category’s buying environment. Where relevant, results can be calibrated with sales, margin, or distribution data to enhance forecasting precision.
From simulation to action
We deliver interactive market simulators that let you test pricing, features, or product configurations in real time. These tools make it easy to explore “what-if” scenarios and identify the most promising strategies before they reach the market. Our reporting focuses on storytelling and activation, turning statistical results into clear, confident decisions.
Brand aligned
A partner who connects choice, emotion, and brand
We help you decode the behavioral logic behind consumer choices, how consumers weigh options, make trade-offs, and decide in context.
Behavioral realism
Each study mimics real purchase situations to capture authentic decisions.
Predictive precision
Our calibrated models predict market outcomes
Collaborative activation
Results are translated into stories and recommendations your teams can use immediately.
Tailored design
Whether your question is about pricing, innovation, or portfolio optimization, we build the right conjoint for your needs.
How we build your conjoint study
Our five-step approach ensures your conjoint research is rigorous, realistic, and ready to guide action.
Alignment
Define business objectives, market context, and hypotheses together.
Fieldwork
Conduct the study online or in central locations using shelf-based or mobile simulations.
Activation
Deliver insights through simulators, reports, and workshops that turn data into decisions.
Design
Build the conjoint structure, define attributes, and ensure a realistic market setup.
Modeling
Analyze results, calibrate with market data, and build a predictive model.
Alignment
Define business objectives, market context, and hypotheses together.
Design
Build the conjoint structure, define attributes, and ensure a realistic market setup.
Fieldwork
Conduct the study online or in central locations using shelf-based or mobile simulations.
Modeling
Analyze results, calibrate with market data, and build a predictive model.
Activation
Deliver insights through simulators, reports, and workshops that turn data into decisions.
Don’t just take our word for it
"Great team to work with. Always innovating research agency for sensorial research!"
"Haystack brainstorms with us as a partner to create challenging, innovative, and custom-made projects."
"We have great professional experience with Haystack! They are reliable, dynamic, pleasant and highly flexible. They are specialised in sensory research among others."
"Haystack has a critical approach embedded in their company culture and methodologies. That is why we prefer to work with Haystack."
Ready to shape your conjoint story?
Every product choice tells a story about what people value. If you are ready to understand those choices and turn them into confident business decisions, our team would love to connect.
Frequently asked questions
Conjoint research can seem technical, but at Haystack we make it practical and clear. Here are some of the most common questions teams ask before starting a conjoint project.
Start your conjoint research project today
Every market decision is built on consumer choice. With Haystack’s Conjoint Research, you can understand those choices in depth, simulate real behavior, and predict outcomes before taking them to market. If you are ready to translate complex decisions into clear strategy, our team is here to help.
