Let evidence drive your marketing decisions. Choice-based-conjoint surveys and A/B/n tests are experiments that provide data on customer behavior.
Conjoint surveys (also called discrete choice experiments) have respondents make choices among product variants; their answers reveal their sensitivity to different features (including brand and price). They can be used along with customer segmentation to identify feature combinations that would especially target certain customers. Conjoint surveys are typically used for offline products, where the cost of product development is high, or at the early stages of development for a web-based product.
A/B/n tests work by making many small changes to a web-based product or marketing material, and testing for significant improvement in one variant over the rest. A/B/n tests work especially well for websites and emails, as the cost of trying many different variations is typically low.