Conjoint Analysis for GOs
The Experts' Guide
From market research to Governmental Organizations
When it comes to designing a service or activity, how do people decide and choose when faced with multiple alternatives?
OGs are confronted with the growing need to orient policies and services more closely to the real needs of citizens.
Traditional surveys directly ask respondents to assess how important an attribute is (e.g.: "How much does security matter to you?").
The problem? The answers are often unrealistic: according to the results, everything becomes "very important" or "not very important", but in everyday reality we make continuous compromises.
The Conjoint Analysis module in Statistics for Data Analysis powered by IBM SPSS solves this problem by simulating concrete decisions according to a realistic process: instead of asking for abstract opinions, it presents choices between real alternatives, each with different combinations of attributes.
A method that reveals implicit preferences - those that truly guide decisions.
Our experts have written a free guide to show you in a straightforward way how to apply it effectively.
What will you find in the document?
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The fundamental concepts clearly explained: full-profile approach (how to present complete scenarios to capture implicit preferences), orthogonality (how to design balanced scenarios to isolate the effect of each attribute), utility scores (interpreting the scores to discover which attributes drive choices).
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A complete example with ready-to-use data: we examined the design of a public park with 5 attributes (design, services, accessibility, safety, engagement). You'll find the exact syntax, interpretation of outputs and scenario simulations.
Why is Conjoint Analysis advantageous for Government Bodies?
The commercial origin of this methodology does not limit its use solely to the business sphere.
On the contrary, its principles adapt perfectly to public contexts as well.
It enables you to:
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understand what really matters to citizens in service choices;
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measure the trade-off between different options (e.g.: speed vs. cost, simplicity vs. customisation);
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design more targeted service offerings with a greater likelihood of success;
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segment users to better respond to the specific needs of different groups;
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improve the perceived quality of services offered;
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support evidence-based decisions in strategic sectors such as healthcare, education, food, human rights, public transport, urban planning and digital services.
This guide is perfect for...
FOR THOSE WHO POSSESS THE CONJOINT MODULE OF STATISTICS FOR DATA ANALYSIS
and want to expand their knowledge of this extremely useful feature.
ANALYSTS WHO WORK WITH PREFERENCE DATA
who need to understand, with a proven method, which characteristics of a service influence users' choices.
PUBLIC SERVICE MANAGERS
who need to base decisions on concrete data instead of impressions through useful evidence.
RESEARCHERS IN THE SOCIAL AND ECONOMIC FIELD
who conduct studies on behaviours and preferences. Conjoint Analysis offers more reliable and realistic results than traditional questionnaires.
Download the guide and increase your skills
Fill in the form and discover how to make the best use of the Conjoint Analysis in Statistics for Data Analysis.