When customers choose between products, some features matter more than others. This tab ranks every attribute by how much it drives the decision. If Price accounts for 40% and Brand only 10%, you know where to focus your strategy. Color-coded so you can instantly tell what is critical, competitive, or just nice-to-have.

Importance tells you which attribute matters. Utilities tell you which level wins. Do customers prefer the 128 GB or 256 GB? Matte or glossy? Free shipping or same-day? Each option gets a preference score, so you see exactly what people want — and how strongly. The report explains how to read these numbers even if you’ve never seen a utility chart before.

Sometimes preferences are not independent. Customers might love a premium brand at mid-range prices but reject it at budget prices — the combination matters. This tab tests whether any two attributes interact, helping you spot bundles that punch above their weight and combinations to avoid. Available on Academia and Professional tiers.

Every product is a set of compromises. This tab tells you the exchange rate between features: how much brand quality are customers willing to sacrifice for a lower price? How much speed for better durability? These trade-off ratios turn abstract preferences into concrete product design guidance.

Pick any two changes — say, upgrading from standard to premium material versus switching from Brand A to Brand B — and compare them side by side. The tool translates both into dollar equivalents, so you can say: “this material upgrade is worth the same as a $12 price drop to customers.” Invaluable for pricing decisions and feature prioritization.

Before trusting the results, you need to know who you’re hearing from. This tab shows the demographic breakdown of your respondents — age, gender, income, or any custom fields you added — so you can verify your sample is representative before drawing conclusions.

Define your product and your competitors’ products, then predict who wins. Four scenarios: how products compete head-to-head, how to allocate inventory, what happens if you change a feature, and which portfolio captures the most demand. Plus a disruption simulator — drop a new entrant into the market and see exactly which products lose share, with before-and-after charts.

Out of all possible combinations of attribute levels, which one would customers prefer the most? This tab finds it automatically and shows you the ideal configuration along with strategic pricing guidance — so you know not just what to build, but how to position and price it.

Translates preferences into money. If you upgrade from plastic to aluminum casing, how much extra are people willing to pay? What is your brand name worth in dollars compared to a generic? This tab puts a price tag on every feature level and maps price sensitivity across your design.

Compare two full product configurations — yours versus a competitor’s — and calculate the price difference needed to make a customer switch. Tells you the exact dollar amount standing between your product and theirs, which is the insight you need for competitive pricing, upgrade offers, and retention strategy.

The technical foundation. Model fit statistics, convergence info, and per-respondent raw data — for researchers and instructors who want to verify the statistical quality before citing the results. Export to CSV (Academia and Professional tiers) for further analysis in R, Python, or Excel.