Marketing Research Tools Online: Conjoint, MaxDiff, TURF
Measure what customers value and what they will pay. Conjoint and MaxDiff reveal preferences and trade-offs, TURF picks the line-up that reaches the most people, Van Westendorp and Gabor-Granger test prices, Kano and key driver analysis show which features and drivers move satisfaction, correspondence analysis and MDS draw brand perceptual maps, and the NPS and SERVQUAL tools turn customer feedback into scores you can test. Looking only for conjoint? See the conjoint analysis tools.
Conjoint Analysis Calculator (Rating-Based)
Part-worth utilities and attribute importance from ratings of product profiles, at aggregate and individual level.
Replaces SPSS ConjointChoice-Based Conjoint (CBC) Analysis
Conditional logit estimation of part-worths from choice tasks, with attribute importance and willingness to pay.
Replaces Sawtooth · R mlogitMaxDiff Analysis (Best-Worst Scaling)
Preference scores, shares of preference and best-minus-worst counts from best-worst choice tasks, with a multinomial logit model.
Replaces Sawtooth · QualtricsTURF Analysis (Total Unduplicated Reach and Frequency)
Find the product line, flavour range or message set that reaches the most people, with exhaustive search, frequency and an incremental reach ladder.
Replaces Q · Sawtooth TURFVan Westendorp Price Sensitivity Meter
Acceptable price range, optimal and indifference price points from the four Van Westendorp questions, with the Newton-Miller-Smith extension.
Replaces Qualtrics · ConjointlyGabor-Granger Pricing Analysis
Demand curve, revenue- and profit-maximising price and price elasticity from “would you buy at this price?” questions.
Replaces Qualtrics · SurveyMonkeyKano Model Analysis
Classify features as must-be, performance, attractive or indifferent from functional and dysfunctional questions, with better-worse coefficients and Fong’s test.
Replaces Spreadsheet templatesKey Driver Analysis (Relative Weights and Shapley Values)
Which drivers move satisfaction, NPS or purchase intent most: relative weights, Shapley value R² decomposition, bootstrap intervals and a priority matrix.
Replaces Displayr · relaimpo (R)Correspondence Analysis (Brand Perceptual Map)
Perceptual map of brands and attributes from a contingency table: inertia, χ² test, coordinates, contributions, cos² and a biplot.
Replaces SPSS Correspondence · FactoMineRMultidimensional Scaling (MDS) Perceptual Map
Perceptual map of brands from attribute ratings or a dissimilarity matrix: classical and non-metric (Kruskal) MDS, stress, Shepard plot and attribute vectors.
Replaces SPSS PROXSCAL · ALSCALNet Promoter Score (NPS) Calculator with Significance Test
NPS with a confidence interval, promoters, passives and detractors, and z-tests comparing groups or waves, or against a benchmark.
Replaces Spreadsheet · QualtricsSERVQUAL Gap Analysis
Service quality gaps (perception − expectation) per item and dimension, with paired t-tests, reliability and weighted SERVQUAL scores.
Replaces Spreadsheet · SPSSConjoint Analysis Calculator (Rating-Based)
Use rating-based conjoint when respondents score full product profiles from an orthogonal or fractional factorial design.
Choice-Based Conjoint (CBC) Analysis
Use CBC when respondents choose between alternatives in repeated choice sets, the most realistic and now most common form of conjoint analysis.
MaxDiff Analysis (Best-Worst Scaling)
Use MaxDiff when you need a clear priority order for a list of 8 to 30 items (features, claims, benefits, messages, product names) and rating scales give everyone the same “very important” answer.
TURF Analysis (Total Unduplicated Reach and Frequency)
Use TURF to decide which subset of products, flavours, SKUs, channels or messages to offer when you can only carry a few and want to reach as many different people as possible.
Van Westendorp Price Sensitivity Meter
Use the price sensitivity meter early in pricing research, for new products or categories without an established price, to find the range of prices that customers consider acceptable before testing specific prices with Gabor-Granger or conjoint.
Gabor-Granger Pricing Analysis
Use Gabor-Granger when you have a short list of candidate prices for an existing or well-defined product and want the demand curve and the revenue-maximising price.
Kano Model Analysis
Use the Kano model to prioritise features or service attributes: it separates basic expectations from performance attributes and delighters, which satisfaction ratings alone cannot do.
Key Driver Analysis (Relative Weights and Shapley Values)
Use key driver analysis to decide which attributes to improve to raise an overall outcome such as satisfaction, NPS, loyalty or purchase intent, especially when the attributes are correlated with one another, as survey ratings almost always are.
Correspondence Analysis (Brand Perceptual Map)
Use correspondence analysis to map associations in a two-way table of counts, for example brand × attribute associations from a “which brands do you associate with…” grid, product × usage occasion, or segment × media.
Multidimensional Scaling (MDS) Perceptual Map
Use MDS to build perceptual or positioning maps from overall similarity judgements, or from profiles of attribute ratings, when you want to see which brands compete most closely and where gaps lie in the market.
Net Promoter Score (NPS) Calculator with Significance Test
Use it whenever you report NPS from a sample: to give the score a margin of error, to check whether a change between waves or a gap between channels, regions or segments is real, or to test against a target.
SERVQUAL Gap Analysis
Use SERVQUAL in service settings (banks, hotels, hospitals, retail, education, public services) to find where perceived service falls short of customer expectations, item by item and across the five dimensions.
Other categories
Data cleaning and preparation · Describe and explore · Compare means · Nonparametric tests · Correlation and regression · Bayesian statistics · Categorical data · Reliability and agreement · Multivariate analysis · Structural equation modeling · Econometrics and time series · Panel data and causal inference · Marketing analytics · Survival, clinical and meta-analysis · Study planning and calculators · PLS-SEM