Valintakonjoint

Valintakonjoint is a Finnish term used in market research to describe choice-based conjoint analysis, also known as discrete choice experiments. In valintakonjoint studies, respondents are presented with sets of hypothetical products or services that vary across multiple attributes and levels, and they are asked to choose their preferred option in each task. The collected choice data are analyzed to infer the relative utilities (part-worths) assigned to attribute levels, enabling estimation of how different profiles would perform in the market and how changes in attributes influence preference.

Typical workflow involves defining attributes and levels, constructing an efficient experimental design to present a manageable number of choice tasks, and collecting respondent choices. The data are then modeled with discrete choice models, most commonly the multinomial logit (MNL) or more advanced specifications such as mixed logit (random-parameters logit) to capture preference heterogeneity. The analysis yields part-worth utilities for each level, measures of attribute importance, and, when price is included, estimates of willingness-to-pay. Researchers often use simulations to predict market shares under alternative product configurations.

Applications of valintakonjoint span consumer goods, pricing, product development, and policy questions where trade-offs matter. It is especially popular for evaluating new features, packaging, or service bundles, as well as for healthcare and public-sector choices where budget and attribute trade-offs are critical.

Limitations include design complexity, the cognitive burden on respondents, and modeling assumptions such as the independence of irrelevant alternatives in basic MNL. Proper experimental design, adequate sample size, and appropriate model selection are important to obtain reliable insights. In Finnish literature, valintakonjoint is commonly used interchangeably with terms like choice-based conjoint or discrete choice experiments.