The multivariable testing and conjoint analysis methodology is used to evaluate consumer preference.

MVT uses that assumption that consumers make purchases by simultaneously considering several attributes of a product.

The ability to analyze several attributes at once distinguishes MVT conjoint analysis from traditional market research methods where each attribute is studied separately. MVT helps you discover how consumers make trade-offs between the various possible attribute combinations available.

The following are some of the questions that can be answered with a MVT conjoint analysis.

• Which new products will be successful?
• Which features or attributes of a product or service drive the purchase decision?
• Do specific market segments exist for a product?
• What advertising appeals will be most successful with these segments?
• Will changes in product design increase consumer preference and sales?
• What is the optimal price to charge consumers for a product or service? Can price be increased without a significant loss in sales?

The value of MVT conjoint analysis is that it predicts what products or services people will choose and assesses the weight people give to various factors that underlie their decisions. As such, it is one of the most powerful, versatile and strategically important research techniques available.