Conjoint Analysis Calculator
Calculate the relative importance of product or service attributes from conjoint analysis utility ranges. Determine which features matter most to your respondents.
About this calculator
This calculator converts three attribute utility ranges from a conjoint-analysis study into relative importance percentages, dividing each attribute's range by the sum of all three: Attribute N Importance = Attribute N Range / Total Utility Range × 100 (lines 15-17). Because all three importances share that same denominator, changing any single attribute's range also shifts the other two attributes' importance percentages in the opposite direction, even when their own range inputs stay fixed. Each attribute's own range is the strongest driver of its own importance percentage, and Attribute 3 — which starts from the smallest default range of the three — shows the largest proportional swing for an equivalent percentage change to its range.
Most Important Attribute is decided by testing importance2 and importance3 against the computed maximum one after another rather than in a single tie-aware comparison (lines 22-24): on an exact tie, whichever of those two checks runs last overwrites the result, so Attribute 3 wins any tie it's part of — this holds even in the edge case where all three ranges are entered as 0 and every importance is 0. This calculator does not weight attributes by statistical significance or confidence intervals from the underlying conjoint regression — it treats every utility range you enter as equally certain, so a range derived from a noisy or small-sample study is treated identically to one backed by a large, well-powered study.
Inputs
Results
Attribute 1 Importance
50%
How to Use This Calculator
- Enter the utility range for each of your three attributes (the difference between each attribute's highest and lowest part-worth utility).
- Set an attribute's Utility Range to 0 if your study only has two attributes.
- Input utility ranges calculated from your conjoint regression output for each attribute.
- Review the Attribute Importance percentage for each attribute and the Most Important Attribute result.
- Use the Total Utility Range output to confirm all three attribute ranges are included in the analysis.
How the result changes with Attribute 1 Utility Range
| Attribute 1 Utility Range | Attribute 1 Importance |
|---|---|
| 1.25 | 33.33% |
| 1.88 | 42.92% |
| 3.75 | 60% |
| 6.25 | 71.43% |
What each input means
- Attribute 1 Utility Range
- The difference between the highest and lowest part-worth utilities for attribute 1 (e.g., price). Larger ranges indicate greater impact on preference.
- Attribute 2 Utility Range
- The difference between the highest and lowest part-worth utilities for attribute 2 (e.g., brand). Calculated from your conjoint regression output.
- Attribute 3 Utility Range
- The difference between the highest and lowest part-worth utilities for attribute 3 (e.g., color). Set to 0 if you only have two attributes.
How this is calculated
Worked example, using the default values
- Identify Input ParametersAttribute 1 Utility Range = 2.5, Attribute 2 Utility Range = 1.8, Attribute 3 Utility Range = 0.7 = 3 input(s) provided
- Calculate Attribute 1 ImportanceAttribute 1 Importance50 = 50
- Calculate Attribute 2 ImportanceAttribute 2 Importance36 = 36
- Calculate Attribute 3 ImportanceAttribute 3 Importance14 = 14
Engine last updated . Checked against 1 independently-derived test — how we verify calculators. Built by Paul Gunder, a software engineer, not a licensed financial, medical, or legal professional.
Frequently Asked Questions
If two attributes tie exactly for the highest importance, which one does the calculator report as most important?
Not necessarily the first one you'd expect — the engine tests importance2 against the maximum first and then separately tests importance3 (lines 22-24), so on an exact tie involving Attribute 3, Attribute 3 always wins, since its check runs last and overwrites whatever the earlier check set.
What does Most Important Attribute show if all three utility ranges are entered as 0?
It still reports "Attribute 3", even though every importance percentage is 0. With Total Utility Range at 0, the calculator skips the normal division and sets all three importances to 0 (line 14), and 0 still counts as tying the maximum of 0 — which the tie-breaking logic resolves to Attribute 3.
Which attribute's utility range has the biggest effect on its own importance percentage?
Depends how you measure it — in relative terms, Attribute 3's importance moves by the largest percentage of its own value (roughly 17.2% relative, versus about 12.8% for Attribute 2 and 10.0% for Attribute 1) for the same proportional nudge to its range, since it starts from the smallest default range of the three (0.7, versus 2.5 and 1.8). But in absolute percentage points, Attribute 1's importance actually swings by more (roughly 5.01pp, versus 4.61pp for Attribute 2 and only 2.41pp for Attribute 3) — so "biggest effect" depends on whether you mean relative or absolute change.
Does Attribute 1's Utility Range affect Attribute 2 and Attribute 3's importance percentages?
Yes — because all three importance percentages are computed as each attribute's range divided by the sum of all three ranges (lines 15-17), changing any one attribute's range shifts the shared denominator for the other two, moving their importance percentages even though their own ranges didn't change.
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