What is conjoint analysis?

Conjoint analysis is a helpful tool to indirectly analyze consumer preferences. Essentially, which product attributes hold the most weight to consumers?

Project scope

For this project, our team (Anna Wallin, Rissa Broudy, Daniel Golden, and Mandy Hong) examined sparkling water preferences. The attributes we examined were: flavor, packaging, sweetness, and price. We sent out a survey and analyzed responses. For this project, we used Excel. The file can be found below.