Conjoint Analysis in 5 Steps with Metrisim
Decide on what attributes and levels you wish to include in your product profiles, and place this in a spreadsheet and save this with the filename attributes_map.csv, then upload this to Metrisim. See the setup files help article for more detail.
Select the menu drop-down and then select the 'design' module. Alter the number of additional profiles if you wish and click run. Download the design_text.csv for your own records if you wish. Metrisim will also leave a copy on the server, so no need to upload again. Note: if you are only subscribed to the simulator, you will need to use an external tool such as the R conjoint library.
Run your survey. Setup your questionnaire in a survey tool, such as Survey Monkey. Using each row of the design_text.csv (or using the auto generated questionnaire text) create separate product profiles and ask respondents to rate each in terms of the probability of purchase - on a 0 to 10 scale (such as the Juster scale) within a specific time period. Here is one example of a product profile. Preferably, display them in a random order, so that each respondent encounters them in a different order. Conduct your survey, then save the conjoint analysis profile ratings from the survey (excluding other questions) to a file called ratings.csv. Upload this to Metrisim.
Go to the 'estimator' module via the menu. Click on run and it will estimate the partworths for each survey respondent using the attribute map, design and ratings. Note: if you are only subscribed to the simulator, you will need to use an external tool such as the R conjoint library.
Select the 'simulator' module from the menu. Upload your control.csv - (the control.csv defines the baseline scenario - usually the current market) and you are ready to run basic simulations. Take it a step further if you wish, by accounting for differences in marketing support (e.g. awareness levels or distribution / accessibility) using a set.csv file or a targets.csv file. Read more in the setup help file.
A few more tips:
You will notice that with Metrisim, each stage is entirely defined by csv files (edit these in Excel or any other spreadsheet app). This means less repetition (no GUI click fatigue) and concerns over whether or not your settings were saved or altered behind the scenes by a colleague or by the software. Simply download at each stage, unzip and keep in a project folder on your own PC. If you need to recreate in future, simply upload the csv required by the module you are working on again. To switch projects, simply upload new files.
If you need help, please reach out via the contact page. Suggestions for future development are welcome, please select the suggestion button below.