Conjoint and Discrete Choice Research

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Better than an educated guess. Present real world decisions to real consumers to optimize revenue.

The Integrated Insight Difference

Holistic Approach

Product bundling and packaging is tested within the research to replicate some of the most impactful pricing strategies that can be deployed.

Calibration to Avoid Overstating Results

Within the research itself, we embed the current product mix and pricing to help calibrate results against performance. This in turn reduces overstatement due to respondents being more highly engaged than they would be in real-time.

Focus on Incremental Demand and Profit

Once data is calibrated, our focus is on studying incrementality, or the ability to drive results above prior years and what has been budgeted for the current period. All results are conveyed as variances to “business as usual” operations.

Delivery of Models and Insightful Reports

We turn the models over to our clients to continue reaping benefits. For executive management, insightful reports with solid, detailed recommedations are provided.

Our Approach


Fully custom design, developed hand-in-hand with our clients. From which products and services to study, price ranges for each, and which competitors to include, we design to meet your needs.


We start with calibration to eliminate survey overstatement, then conduct robust analysis using interactive tools to allow an infinite number of “what-if” scenarios. We use a methodical drill-down method to isolate against the most influential elements and quickly identify where there is risk.


Recommendations are in the form of what we believe is most likely to happen with specific actions to take to minimize risk.

Featured Case Studies

Slide Universal Studios Japan - Finding Revenue Upside Through Discrete Choice Research Conjoint and Discrete Choice Research For over a decade, Integrated Insight has contracted to provide consulting and research services to Universal Parks and Resorts, including Universal Studios Japan. Integrated Insight performed discrete choice research for Universal Studios Japan to understand pricing leverage, dynamic pricing opportunity and optimal ticket product offering. Research was fielded both inside and outside of Japan to model the pricing leverage across different visitor origins and demographics. Models were used to estimate the value of variable ticket pricing and its potential to smooth demand seasonality. Slide iFLY - Defying Gravity with Stronger Pricing and Packaging Conjoint and Discrete Choice Research iFLY operates indoor sky-diving facilities both within the United States and internationally. Integrated Insight was engaged by iFLY to conduct a strategic revenue assessment to identify opportunities. Discrete-choice research was leveraged to study the potential to improve both demand and rate in each market. Recommendations included a tiered market pricing strategy that encouraged trial and incented repeat visitation and packaging and promotional strategies. Slide polynesian cultural center Polynesian Cultural Center - Applying Innovative Research Techniques to an Attraction Steeped in History Conjoint and Discrete Choice Research Located on the North Shore of Oahu, the Polynesian Cultural Center showcases the culture of numerous Pacific Island nations in a tranquil and authentic environment. However, the structured, full day program of exhibits, luau and the spectacular evening show created a barrier to visiting. Integrated Insight was engaged to develop a compelling pricing and ticketing strategy to encourage stronger visitation. Using discrete choice quantitative research, we were able to test the potential strategy and recommend a strategic course of action for the Center.
Slide Benefits of Conjoint Analysis and Discrete Choice at Disney Parks and Resorts Conjoint and Discrete Choice Research Walt Disney World in Orlando, Florida offers four theme parks, two water parks, a sports complex, Disney Springs (a retail, dining and entertainment complex) and over 25 resort hotels, all located within nearly 40 square miles. To determine how best to move guests throughout the property on a daily basis, Disney conducted discrete choice transportation research encompassing mode of transportation (bus, monorail, ferry, gondola, autonomous vehicles), access locations, number of stops to final destination, time to destination, and association with resort hotels to determine the optimal mix and implied pricing power for average daily rate at hotels.

When To Use Discrete Choice Research

  • There is question as to how customers will respond to changes in product offering and pricing.
  • Understanding the interaction of different products and services and their associated prices is complex.
  • The value and risk associated with changes in pricing strategy warrant a robust approach before implementing in market.
  • You are focused on structural change versus small, incremental movement in price.

Need to conduct conjoint and discrete choice research?

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