Finance & Strategy

Conjoint Analysis for Measuring Customer Willingness to Pay

A practical guide to using conjoint analysis for understanding product preferences and pricing optimization

Cyril Noirot

May 3, 2024

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About the author

Cyril Noirot

Lead Data Scientist

Freelance data scientist. I design and ship decision systems — forecasting, pricing, marketing measurement, optimization — for teams making high-stakes calls.

The market share paradox: Why industry leaders sometimes lose money

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