From Construction Sites to Global Insights: The Power of Conjoint Analysis in Industrial Research

In B2B industrial research, buyers rarely make decisions based on a single feature. Instead, they constantly juggle multiple priorities and perform complex trade-offs, such as engine power vs. price, or service quality vs. uptime. Conjoint analysis is the most effective way to make these invisible trade-offs visible. When we design trade-off studies at Bazis, the first step is to break a complex product into defined attributes and asking customers to choose between realistic combinations. Once a sufficient number of customer responses is collected and analyzed, we reveal the true product mix they prefer, not just what they say they prefer.

At Bazis, we see this clearly in our construction and heavy equipment studies. Buyers weigh reliability, parts availability, service support, downtime risk, and cost of ownership all at once. Since customers often struggle to articulate these decisions in a traditional interview, Conjoint analysis fills the gap by quantifying decision patterns and modeling real-world choices

Studies that Bazis is typically involved in cover several geographical markets (such as Africa, Middle East, Asia, and Latin America). Over the years, we’ve tested and validated trade-off analysis approach across 55 countries. Conjoint analysis, if designed with cultural and local awareness, works well across many business and cultural domains. 

A common question we hear is: How well does conjoint analysis predict actual market behavior? Our clients, who track market outcomes years after a study is completed, consistently confirm that the model’s predictions align closely with real-world adoption and buying behavior. If the recommendations are implemented quickly. ROI on well-designed conjoint studies is consistently strong, and often higher than what we see with other insight-generation methods.

Recently, Sawtooth Software published a presentation by Jacob Badenhorst and Andries Noeth reinforcing this point. Their case studies from healthcare, banking, automotive and agricultural sectors show one of the strongest ROIs when trade-off models guide pricing, feature design, and product strategy.

In short

Trade-off analysis gives B2B organizations a measurable way to understand how buyers prioritize features, pricing, and performance. It delivers high ROI by accurately predicting actual market behavior, across industries and geo zones.