Conjoint is a wonderful idea for demand market research. By asking a sample of respondents a series of questions, you get an “X-ray” into their minds. You learn which product attributes are important to them and which are not. You can quantify how different product performance levels contribute to preference and market share. Conjoint is used extensively for consumer goods, cars, travel, and in a whole host of other areas, including for pharmaceuticals. This series of papers will show you the key steps to adapting conjoint to make it fit for pharma.