Anyone used conjoint analysis for industrial equipment purchasing decisions?

Conjoint absolutely works for heavy machinery — we ran a CBC study for an excavator line last year and it surfaced that total cost of ownership and parts availability crushed upfront price as drivers, which surprised the client. The trick is keeping attributes to 6-8 max since B2B respondents are time-poor and will flatline if the task gets complex. I'd say do 8-10 depth interviews first to nail your attribute list, then conjoint to quantify — doing one without the other is where people go wrong.