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What Is Adaptive Conjoint?

Adaptive conjoint differs from traditional or choice based (discrete choice) conjoint in that subsequent tasks are customized based on the respondent's prior responses. Early in the conjoint exercise the program recognizes patterns and starts to learn a respondent's preferences and then later adapts successive tasks to reflect those preferences.

For example, suppose a respondent participating in a conjoint about computers only selects computers with high processor speeds in the first couple tasks. The program would then adapt future tasks for that respondent to only show computers with high processor speeds, while varying other components. In this way, the conjoint exercise is customized for each respondent, making the task both more interesting and relevant.

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