Build what customers would choose.
Understand what drives customer choices. Conjoint asks people to choose between combinations of features, benefits, and prices. Iterate builds the comparisons, and Research Assistant helps you refine products and services.
Explore a streaming plan
- Monthly price
- $12
- Advertising
- With ads
- Simultaneous streams
- 2
Change the price or remove ads to explore how preference could shift.
Illustrative preference among three competing plans.
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Conjoint analysis
Features, benefits, and price,
considered together
Understand what
drives the choice
Compare product ideas
before you launch
Put the trade-offs in front of customers
Customers weigh the whole package when they make a choice. Conjoint presents different combinations across several rounds, showing which trade-offs people are willing to make.
Choose what to test, such as features, service benefits, or price, and the variations for each. Iterate generates the combinations for customers to compare.
Different combinations to compare
- Price
- $8 · $12 · $16 a month
- Advertising
- With ads · Ad-free
- Simultaneous streams
- 1 · 2 · 4
- Monthly price
- $8
- Advertising
- With ads
- Simultaneous streams
- 1
- Monthly price
- $12
- Advertising
- With ads
- Simultaneous streams
- 2
- Monthly price
- $16
- Advertising
- Ad-free
- Simultaneous streams
- 4
Each round presents a different set of plans.
See what drives the decision
Research Assistant uses hierarchical Bayesian modeling to estimate which features, benefits, and prices influence customer choices, while allowing preferences to differ from person to person.
See the relative importance of each attribute and the appeal of its variations, with 95% credible intervals to understand the uncertainty behind the results.
What matters most in this example?
Importance depends on the variations tested. Lines show illustrative 95% credible intervals.
Explore alternatives before you commit
Use those individual preference estimates in the simulator to compare new combinations of features and prices. Explore how changing an offer could shift preference before deciding what to launch.
Use those preferences alongside costs, revenue, and your product strategy to decide which direction to take.
An ad-free plan, at the same price
- Plan B’s monthly price
- $12 → $12
- Advertising
- With ads → Ad-free
- Example preference share
- 36% → 51%
In this example, preference rises when ads are removed. The decision also depends on the advertising revenue you’d give up.
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Teams that stopped guessing.
Product, research, and lifecycle teams use Iterate to get answers straight from the people who use what they build.
“Iterate makes it super easy to ask for feedback in a way that is consistent with our brand’s look and feel. And the customizable colors and fonts are just the beginning. This type of attention to detail is apparent throughout the entire product, making it a pleasure to use both for us and our users.”
“Iterate’s Braze integration was a game changer for us. It allowed us to seamlessly deploy surveys in-app, gather contextual insights, and significantly reduce the workload on our development team. The ability to embed feedback points throughout the app during beta testing was invaluable.”
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