The conjoint (trade-off) approach addresses the problem in a more realistic way, by combining consumers' product feature ratings with a hypothetical product selection process. In the real world, buyers evaluate whole products, rather than individual characteristics, and are forced to make difficult trade-offs. Buyers consider attributes jointly when making purchase decisions.
With conjoint questions, we present product scenarios that force a trade-off, such as this one portraying the choice between two potential credit card offerings:
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