When an understanding is required on how customers makes trade-offs and selections with respect to such things as product features, configurations, or packaging, the most appropriate research solution will be a conjoint study. The goal of a conjoint study is to obtain specific values to the range of options buyers consider when making a purchase decision. Armed with this knowledge, marketers can simulate various market scenarios. The scenarios uncover the most important feature combinations of products or services, while helping design the most effective messages that will resonate with target buyers. As with quantitative surveys, IntelliClear uses the same three phased methodology for conjoint studies to ensure actionable and optimized results.