EVENTS

Sawtooth Research Conference

May 7 - 9, 2025

New Orleans, LA, USA

Token-Based Conjoint:  A New Framework for Too Many Attributes 

Megan Peitz & Trevor Olsen
 

 

In marketing research, designing experiments with a large number of product attributes can be challenging, often leading to cognitive overload for respondents and diminished data quality. We propose a novel approach, Token-Based Conjoint (TBC), which reframes stated choice experiments to manage complexity more effectively.  TBC is especially useful for products like subscription services with many potential features.  By dynamically adjusting feature selection and incorporating a dual-response likelihood question, TBC delivers deeper insights into which feature combinations drive adoption, providing marketers with actionable and scalable results for real-world decision-making.
 

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