Q01
Message
All templatesMarket Research
Conjoint Analysis: Package & Price Trade-Off Study
A choice-based conjoint that shows respondents realistic product profiles built from attributes and levels — plan tier, price, support, contract terms — and measures which combinations win. AI follow-ups capture the reasoning behind choices that a choice matrix alone can't explain.
Sample questions
A preview of what’s in the template. Every question is editable before you launch.
7 questions · ~5 min
Q02
Multiple ChoiceRequired
Which best describes your involvement in buying tools like this?
- I make the final purchase decision
- I recommend or shortlist options
- I influence requirements as a user
- I'm not involved in purchasing
Q03
Dropdown
What is your approximate annual budget for this category of software?
- Under $1,000
- $1,000–$5,000
- $5,000–$25,000
- $25,000–$100,000
- Over $100,000
- I don't know
Q04
Conjoint analysisRequired
Which of these packages would you choose?
Q05
Price Sensitivity (Van Westendorp)Required
Now, thinking about the package you preferred, a few questions about price.
- At what monthly price would it be so cheap you'd question the quality?
- At what monthly price would it feel like a bargain?
- At what monthly price would it start to feel expensive, but you'd still consider it?
- At what monthly price would it be too expensive to consider?
Q06
AI Interview
Probe the trade-offs behind the respondent's package choices: which attribute they anchored on first, what the price told them about quality, which level differences they ignored entirely, and what would need to be true for them to move up one price tier. If they chose the cheapest option every time, explore whether that reflects budget limits or low perceived differentiation.
Q07
Message
Done — thank you! Your choices feed a utility model that shows which attributes actually drive willingness to pay.
What’s included
AI follow-ups
Adaptive probes on open-ended answers that pull out detail a static form would miss.
Attention checks
Built-in safeguards against rushed answers and low-quality respondents.
AI-drafted copy
Wording, ordering, and branching written by the AI — tuned to your research goal.
Auto report
Themes, quotes, and a plain-English summary write themselves once responses come in.
How it compares
We reviewed the closest templates from other survey tools. Here’s what they do well — and where this template goes further.
Why this template
- Choice-based conjoint and Van Westendorp pricing run in one flow, so trade-offs and price thresholds come from the same respondents
- An AI interviewer probes which attribute each buyer anchored on and what would move them up a tier — context a utility model alone can't give
- Buyer-role and budget screeners are included for segment-level analysis out of the box
- Transparent methodology: every attribute, level, and prompt is inspectable for replication
QuestionPro
Conjoint Analysis SurveyA thorough conjoint feature page covering multiple experimental designs (random, D-optimal, SPSS import) and a five-section statistical report including attribute importance, market simulation, brand premium, and price elasticity. It leans on a smartphone example and choice-based vs adaptive distinctions, making it one of the more complete methodology pages, though setup remains researcher-driven.
What it does well
- Offers real experimental designs (random, D-optimal, and SPSS design import) rather than a fixed grid
- Ships a five-part analysis report: attribute importance, profiles, market simulation, brand premium, and price elasticity
- Includes a market simulator to forecast share for hypothetical product/price configurations
- Distinguishes choice-based from adaptive conjoint and gives a concrete smartphone attribute example
Where it falls short
- No adaptive AI follow-up to understand why a respondent rejected a profile, so trade-off reasoning is inferred only statistically
- No voice or conversational administration of the choice tasks
- Requires researcher fluency in attributes, levels, and design types; no guided plain-language setup or auto-generated narrative
- Analysis is delivered as statistical tables the user must interpret rather than a written insights report
Qualtrics
Getting Started with Conjoint ProjectsQualtrics' guided conjoint project walks users through a five-step flow (define features/levels, preview/edit, distribute, analyze, package simulation) and covers pricing, benefits, and software-packaging use cases. It is a structured project type rather than a static template, but it is gated behind a paid add-on and requires an account executive purchase plus JavaScript permissions.
What it does well
- Guided five-step project flow from defining features and levels through to package simulation
- Built-in package simulator to model how bundles and prices shift predicted choice
- Covers a range of trade-off use cases: product features, price sensitivity, employee benefits, software packaging
- Purpose-built project type with prebuilt logic rather than a raw survey a user assembles by hand
Where it falls short
- No conversational or AI follow-up on choices; respondents only click preferred profiles
- Locked behind a paid add-on requiring an account executive purchase, so the template is not freely usable
- Requires enabling JavaScript and specific permissions; setup is technical, not plain-language
- No voice administration and no auto-written insight narrative described in the flow
QuestionPro
Conjoint Analysis Survey TemplateA genuine conjoint template curated by QuestionPro's research team (retirement-housing example) that can be customized to other categories. One of the few real conjoint templates on the market, though the worked example is domain-specific and adapting attributes is left to the user.
What it does well
- Real choice-based conjoint structure from a specialist research platform
- Customizable questionnaire reviewed by market research experts
- Pairs with QuestionPro's conjoint analysis tooling
Where it falls short
- Single-domain worked example; translating attributes and levels to your category is manual
- No AI follow-ups to capture the reasoning behind choices
- No integrated Van Westendorp pricing check in the same flow
Ready to launch?
Open this template in the editor. Every part is yours to change before the first respondent sees it.
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