Choice Modelling with Ordeen.
Cut through stated bias to capture true preference. Quantify what every feature is worth and simulate market scenarios to find the right price and product specs.
Choice modelling for pricing, product and BI teams
From strategy brief to a market model you can test.
Fill in a short brief and attach any PDF or CSV behind it. Ordeen recommends the method (CBC, ACBC, MaxDiff or MBC) and drafts the attributes, levels and competitor line-up for you to check, so your team refines a model of its market instead of building a survey from scratch.
Conjoint analysis has guided thousands of commercial studies since the 1970s, with published examples from Courtyard by Marriott to the E-ZPass toll system (Green, Krieger & Wind, Interfaces, 2001). Source
1 of 3 · Which delivery plan would you choose?
Every choice is a trade-off. That's how conjoint measures what people value without asking them directly.
Trade-offs, not opinions
Decision data you can price from
Pricing and product decisions can't rest on what people say they want. Conjoint asks respondents to choose between realistic products, so every answer is a trade-off with a price attached, and the value of each feature is inferred from the choices rather than asked directly.
Before their answers count, respondents complete a short warm-up that teaches the task: matching each level to its attribute in CBC, or recognising the items and practising a choice in MaxDiff and MBC. As responses arrive, Ordeen checks for speeding, straight-lining, failed attention checks and low-effort or copied open ends, and excludes responses that fail before estimation.
Ask a buyer if they want faster delivery and they say yes. Ask them to pay £10 more for it and you learn what speed is worth.
From model to decision
Transparent statistics, translated into pricing and product decisions
Every study is estimated with Hierarchical Bayes: HMC/NUTS sampling, non-centred parameterisation and LKJ priors on how preferences correlate. Convergence diagnostics come with every result and the full methodology is published, so you can measure demand instead of guessing at it.
Willingness to pay
What each feature is worth in money, with Krinsky-Robb intervals from the posterior draws. When the price effect is too uncertain, Ordeen says so instead of printing a number.
Price response
Share of preference across and around your tested prices, the effect of one step up or down, and elasticity at your current price.
Market scenarios
Put your line-up against competitors and read share of preference with 95% intervals and the probability each product leads.
Named segments
Groups named for where their preferences and demographics differ from the whole market, such as “Price-sensitive loyalists”.
The platform in 60 seconds
Watch a brief become a live market model
One study from brief to simulator in a minute, with no sound needed. Click any step to jump to it.
Time to insight
Six hand-offs, or one point of contact
With an agency, each step sits with a different party on its own timeline, and what comes back is a report. Ordeen runs design, fieldwork, estimation and simulation in one place, so the main wait is for respondents, and you get the model itself: a live simulator plus a respondent-level CSV of every utility and segment assignment for your own BI tools. The method is the Hierarchical Bayes estimation the specialist conjoint tools use.
The agency route shows the typical parties involved, not any specific provider.
What you get at the end
A deck answers last quarter's question. A simulator answers the next one.
Every Ordeen study ends in a market simulator built on each respondent's preferences. Change a price, add a feature or launch a competitor, and read share of preference with 95% intervals, for the whole market and for each segment.
| Attribute | Level | Utility | SE |
|---|---|---|---|
| Price | £39 | −0.412 | 0.06 |
| Price | £49 | −0.981 | 0.07 |
| Claim | Clinical | 0.337 | 0.05 |
| Format | 250ml | 0.102 | 0.04 |
Cluster 1 vs Cluster 2 vs Cluster 3 · "Optimal price is £45."
Static answers to last quarter's question.
A live model for next quarter's decision.
Illustration with invented numbers. In the app you set each product's price and attributes, and every share comes with its interval and the probability that product leads.
How Ordeen compares
One platform instead of software, a statistician and an agency
The same Hierarchical Bayes estimation the specialist tools use, without the hand-offs.
| Desktop conjoint softwareInstalled licence, run by a specialist | Enterprise survey suiteAnnual enterprise contract | OrdeenChoice Modelling | |
|---|---|---|---|
| Study setup | Attributes and levels entered by hand | Survey programmed by hand | AI drafts the method, attributes and competitors from your brief, for you to check |
| Data quality | Cleaned by the analyst after fieldwork | General survey checks such as bots and speeders | Conjoint-specific checks during fieldwork, plus a 60–90 second respondent warm-up |
| Panel | Bring your own | Separate purchase | Integrated panel, or bring your own |
| Output | A simulator for the analyst; stakeholders get exports and decks | Dashboards; conjoint is an add-on | Shared live simulator with 95% intervals, diagnostics, named segments and a respondent-level CSV |
| Who runs it | A trained conjoint specialist | A survey programmer | Your product or pricing team |
Study setup
- Desktop conjoint software
- Attributes and levels entered by hand
- Enterprise survey suite
- Survey programmed by hand
- Ordeen
- AI drafts the method, attributes and competitors from your brief, for you to check
Data quality
- Desktop conjoint software
- Cleaned by the analyst after fieldwork
- Enterprise survey suite
- General survey checks such as bots and speeders
- Ordeen
- Conjoint-specific checks during fieldwork, plus a 60–90 second respondent warm-up
Panel
- Desktop conjoint software
- Bring your own
- Enterprise survey suite
- Separate purchase
- Ordeen
- Integrated panel, or bring your own
Output
- Desktop conjoint software
- A simulator for the analyst; stakeholders get exports and decks
- Enterprise survey suite
- Dashboards; conjoint is an add-on
- Ordeen
- Shared live simulator with 95% intervals, diagnostics, named segments and a respondent-level CSV
Who runs it
- Desktop conjoint software
- A trained conjoint specialist
- Enterprise survey suite
- A survey programmer
- Ordeen
- Your product or pricing team
Choice Modelling pricing
Everything from study design to the live simulator. Respondents from the integrated panel are bought in packs, at a transparent per-complete price.
- 5 users included; extra 5-user packs £2,500
- CBC, ACBC, MaxDiff and MBC
- Hierarchical Bayes with full diagnostics
- Live simulator with 95% intervals, WTP and named segments
- Respondent-level CSV for your BI tools
- Share studies with stakeholders for free
- EU hosting (Google Cloud, Belgium), DPA on request
- Billed monthly, no annual contract
Learn conjoint
Guides to choice modelling, from first principles to the maths
Plain-English guides for pricing, product and BI teams: choosing a method, sizing a sample, reading a simulator, and the statistics underneath. Written by the team that built Ordeen's estimation engine.
The rest of the Ordeen platform
Verified data first. AI last.
The same principle runs through every Ordeen product: statistics and verified data do the work, and AI fills the gaps.
Turn your next pricing question into a market model
Try it free for 14 days: draft a study from your own brief, and explore full results and the simulator on ready-made demo studies. Launching to the panel, exports and share links open when you subscribe.
Or email im@ordeen.com