Chapter 12 – Conjoint analysis in sensory and consumer science: Principles, applications and future perspectives

In conjoint analysis (CA), one generates a set of product profiles that vary systematically in terms of their attributes and attribute levels. These product profiles are then presented to consumers, who will state their preferences in a rating, ranking or choice task. After presenting the conceptual background of CA methods, this chapter introduces the basic principles and some of the recent advances in the methodology in experimental design, data collection, data modelling and results interpretation. A step-by-step guide is proposed, followed by an illustrative case study and practical recommendations based on the authors\’ experience. Finally, we give a selected review of trends within the sensory and consumer science literature, and we discuss future perspectives and research areas of CA in the field of sensory and consumer science.