Learn how to analyze consumer preferences, evaluate product attributes, and apply conjoint analysis to make data-driven product, pricing, and marketing decisions. This course provides practical skills in market research, choice-based modeling, customer segmentation, and consumer insight interpretation.

The course begins with the foundations of market research and consumer insights, helping learners understand how data, product selection behavior, and preference analysis support business decision-making. Learners will explore how conjoint utilities reveal what customers value when choosing between product options. As the course progresses, learners examine the core concepts of conjoint analysis, including choice-based modeling, product attributes and levels, segmentation strategies, and applications in product design, pricing, and customer targeting. Advanced modules focus on designing and running conjoint studies, including method selection, experimental design, simulation techniques, and prediction of consumer choices. Learners will understand how to create efficient study designs and translate research data into practical decisions. The course concludes with result interpretation and real-world case studies, including a motorbike market example. Learners will apply conjoint insights to identify customer segments, optimize product offerings, and support strategic marketing decisions. What makes this course unique is its practical, case-driven approach that connects consumer behavior, market research, and analytics. By the end of the course, learners will be able to design conjoint studies, interpret results confidently, and apply consumer preference insights to real business challenges.