We talk about Conjoint Analysis quite often. Partly because it’s something we know very well but mainly because it’s such a powerful technique. The core principle behind Conjoint Analysis is that purchase decisions are not purely rational. There is often an emotional or irrational component. It’s very hard to measure the irrational side of decision making with direct questionnaire approaches like focus groups. Optimization Group’s CEO, Jeff Ewald, says it best, “If you ask a rational person a rational question, you’ll get a rational answer.” Studies have shown that people struggle to accurately communicate what is driving their purchase behavior when asked a direct question.