People reach for conjoint analysis thinking it measures "what matters most". It only measures that in a purchase decision. Here's what to use instead.

Explanations (with examples) for the 13 most popular conjoint analysis methods, including types like choice-based, best-worst, ranking, self-explicated, volumetric, menu-based, adaptive, and more.

Conjoint analysis is an advanced research method for measuring attribute importance in a product mix. It’s complicated, expensive, and can only be used in a handful of research scenarios. Here are 8 examples of alternative research methods to consider instead.

8-step guide explaining how conjoint data is collected, analyzed, and manually computed (with formulas) to calculate part-worth utility scores for each attribute and level in a conjoint analysis survey.

Five criteria conjoint needs, three projects it's great for, and ten scenarios where a simpler, cheaper method gets you a better answer.

I reviewed the 10 most popular conjoint analysis tools, comparing their pricing (free vs paid), functionality, usability, and more. Includes Qualtrics, Conjointly, Sawtooth, OpinionX, SurveyMonkey, and more.

A feature can be unused because it's worthless or because nobody's found it yet. The Value-Adoption Matrix tells you which, so you can fix what's already 90% built instead of shipping something new.

MaxDiff is great, but not always the right fit. Pairwise comparison, ranked choice voting, points allocation and conjoint all force the same trade-off, and all run free.

MaxDiff is usually seen as an advanced research method, so the majority of products offering MaxDiff are very expensive. This list includes free options, Enterprise versions, and more.

Struggling to think of customer problems? 7 techniques to brainstorm a fuller list, from reframing outcomes to solo storming, each with a worked example.

Your product solves a handful of pains, not thousands. Why B2B SaaS teams should stop chasing every customer problem, with three principles from April Dunford.

Turn a messy list of ideas into a clear order. Seven ranking methods, from pairwise comparison to MaxDiff, with the scenarios that decide which one to use.

Google Forms, SurveyMonkey and Typeform can't rank images. The fix is pairwise ranking, and OpinionX is the only free image ranking tool that does it.

Ranking a list of 5 options is easy. There’s an endless number of survey tools you can find online for it. But what should you use when you’re trying to rank a list that’s longer than 10 options? Or 100+ options?

A Constant Sum question gave Google Docs' team one clear number (89% of points on formatting) and pointed them at their biggest problem. Here's how the method works.

Points Allocation (aka Constant Sum) is a survey question where respondents allocate a budget of points amongst a set of options according to their personal preferences. Here’s an example of a Points Allocation question…

Validating a product idea isn't about your idea, it's about finding a high-priority problem to solve. The 3-step Discovery Sandwich for product teams.

Turn focus group discussion into countable data. Four online ranking methods and three sticky-note ones, with the design principles that make each one work.

The best customer segment is the one already searching for what you do. How a viral Reddit post taught OpinionX to spot it.

Medium chased a "Total Time Reading" North Star Metric into clickbait and ads. Substack skipped it and won. What that teaches us about metrics-led strategy.