Conjoint analysis is a special research approach, measuring how consumers value features of products and services. It uses real-life scenarios and identifies the feature combinations to maximize consumer preference. Market decisions are modelled and predicted using statistical techniques. Respondents are asked to compare different features, helping determine how they value each one. Companies use this information to develop strategies for products, features and pricing. The typical output is preference – showing potential market share – but survey participants can also be asked volume questions. When directly modelled, we can make sales predictions. YouGov is uniquely skilled in this volume-based conjoint approach. We’ve forecast future sales with great precision and accuracy.