Conjoint analysis is a statistical technique that is used in market research to determine how people value different features (such as price, location, contents, functions, quality, etc) that make up an individual product or service.

The objective of conjoint analysis is to determine what combination of a limited number of attributes is most influential on respondent's choice or decision making upon a product or service. A questionnaire with the selected set of attributes/features of the product or service is shown to respondents. By analyzing how they make preferences between these attributes/features, the implicit valuation of the individual elements making up the product or service can be determined. These implicit valuations can be used to create market models that can generate the best decisions for new/existing products or services.

In market research, Conjoint Analysis is used frequently in testing customer acceptance of new product designs, including the pricing strategy, assessing the appeal of advertisements and service design.