Anyone used conjoint analysis for industrial equipment buying decisions?

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We're trying to figure out which features actually matter to procurement teams when they buy heavy machinery. Wondering if conjoint even makes sense here or if there's a better approach.

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Priya Sharma · Answer

Conjoint absolutely works here — we've done it for industrial HVAC and forklift purchasing decisions. The key is keeping attributes to 6-8 max (price, warranty, lead time, service network, etc.) since procurement folks get fatigued fast. If your sample size is small (<100 respondents), consider MaxDiff first to prioritize which attributes are even worth including in the conjoint.

Anyone used conjoint analysis for industrial equipment buying decisions?

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