Anyone used conjoint analysis to prioritize features for industrial equipment?

Question

Working on a study for heavy machinery buyers and wondering if conjoint is overkill here. These are pretty niche B2B customers.

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Anika Patel · Answer

Conjoint works great for industrial equipment — we ran a CBC study for a construction equipment client with only 80 respondents and still got solid, actionable results. Small N is fine in B2B when your buyers are homogeneous. Qualtrics or Sawtooth can handle the design without too much hassle.

Anyone used conjoint analysis to prioritize features for industrial equipment?

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