What would they trade for it?
Show people realistic choices between bundles of features and prices. Learn what matters most, what each feature is worth, and what share you would win against the products already on the shelf.
Part-worth utilities
Higher is preferred. Importance is how much each attribute drives the choice.
- $31,000+42
- $34,000+8
- $38,500-50
- 220 miles-38
- 260 miles+2
- 310 miles+36
- 45 min-26
- 35 min+4
- 25 min+22
- 4 years-12
- 8 years+12
Market simulator
Share of preference against two rivals. Scenario: the 310-mile battery at $2,000 more.
- Your EV24% → 33%260 → 310 miles, $34,000 → $36,000
- Rival A38% → 33%300 miles, 30 min, $37,000
- Rival B31% → 28%230 miles, 40 min, $30,500
- None of these7% → 6%
The bigger battery wins 9 points of share, mostly from Rival A, even at the higher price.
What a feature is worth
- Range, 260 to 310 miles$2,600
- Charging, 35 to 25 min$1,400
- Warranty, 4 to 8 years$1,800
Next: 30 real shoppers talk through cards 3, 7 and 11 with the AI interviewer and say why they chose.
Run it with
Methods
Choice-based conjoint (CBC)
Each person picks from three or four product options, or none, across about 12 choice cards.
Attribute importance
How much each attribute drives the choice, as percentages that sum to 100.
Part-worth utilities
A score for every level of every attribute, so you see which range, price or warranty people prefer and by how much.
Willingness to pay
The dollar value of moving from one level to another, read from the price attribute.
Share of preference simulator
Build your product next to competitors and see what share of choices it would win, and how that moves when you change one feature or the price.
A full conjoint in minutes
A thousand twins each work through the choice cards. You get importance, utilities for each person and a working simulator the same day. A panel conjoint usually takes weeks to field.
Fix the design before it costs you
Most conjoints fail on inputs: the wrong attributes, vague levels, a price range that is off. Interview real buyers first to find the attributes and words that matter, then test the design on twins and fix it before you pay for a sample.
Hear why they chose
Conjoint shows what people pick. The AI interviewer walks real buyers through a few of the same cards and asks why, so each number in the simulator comes with the reasoning behind it.
How you run it
- 1Minutes
Screen
A thousand digital twins answer first, so the weak options drop out.
- 2Overnight
Interview
The AI interviewer talks to real people and follows up on what they say.
- 3By morning
Decide
The number, the reasons behind it and the quotes that carry it.
Questions
What is conjoint analysis?
A method that shows people bundles of features and prices and learns, from what they choose, how much each part matters and what it is worth to them.
What is choice-based conjoint?
The most common form. Each respondent sees a series of cards with two to four options and picks one, or none. A Hierarchical Bayes model turns those choices into utilities for each person, which feed importance, willingness to pay and the simulator.
What is a conjoint market simulator?
A tool built from the utilities. You define your product and the competing ones, and it predicts the share of choices each would win. Change a feature or a price and the shares update, so you can compare launch options before you build them.
How many respondents and attributes does a conjoint need?
A common rule is at least 300 people per segment you want to read, with four to seven attributes and two to five levels each. With twins you can run a thousand per segment, so the real sample only needs to confirm the leading options.
Can digital twins replace a conjoint with real people?
Use twins to design and screen: test more attributes, prices and versions than a panel budget allows. When a decision carries real money, confirm the leading options with real buyers.
Can I estimate willingness to pay?
Yes. When price is one of the attributes, the study shows roughly how many dollars each feature is worth to the group you asked. Stated choices tend to overstate it, so treat it as a guide for setting prices, not an exact figure.