Make Better Product Decisions with Consumer Insight
Healthcare product design requires trade-offs. Which benefits matter most? Where should you invest? What are consumers willing to give up for something they value more?
Deft Research’s custom Conjoint and MaxDiff studies help healthcare organizations understand consumer priorities and preferences before product decisions reach the market. Whether you’re designing a new product, optimizing an existing offering, or prioritizing benefits and features, we help turn consumer choices into actionable product insights.
Understand Consumer Trade-offs
Conjoint analysis helps determine how consumers value different features when those features are combined into a complete product.
Respondents evaluate alternative product configurations, each with different combinations of attributes and levels. Their choices reveal the relative influence of different product features and the trade-offs consumers make when evaluating the product as a whole.
Conjoint is especially useful when the question is: Which combination of features creates the most compelling product?
From Insights to Product Design
Deft’s Conjoint reporting includes an online product simulator that enables product teams to test numerous potential configurations and explore how changes to individual attributes may affect consumer preference.
MaxDiff Analysis
Prioritize What Matters Most
When the challenge is deciding which benefits, features, services, or ideas deserve the most attention, MaxDiff can help establish clearer priorities.
Consumers make repeated choices among sets of options, helping distinguish which items are more or less important or appealing relative to one another.
MaxDiff can be used to prioritize:
- Benefits and product features
- Services and enhancements
- Consumer needs and priorities
- Value propositions and messaging
- Potential areas of investment
MaxDiff is especially useful when the question is: Of all the things we could offer, which matter most?
Conjoint, MaxDiff or Both?
For some research questions, the two methods can work together to first identify priorities and then evaluate how key features perform within potential product configurations.
Built for Healthcare Product Decisions
Deft combines deep healthcare expertise with advanced research methods to help product teams understand what consumers value and the trade-offs they are willing to make.
Across Medicare Advantage, ACA and other healthcare markets, custom Conjoint and MaxDiff research can explore:
- Premium and cost sharing
- Deductibles and out-of-pocket costs
- Medical and prescription drug coverage
- Supplemental benefits and allowances
- Network characteristics
- Other product features and services
Each study is designed around your specific product questions and the decisions your team needs to make.
Why Deft Research?
Healthcare Expertise Meets Advanced Research
Effective preference research starts with asking the right questions. The attributes you test, the consumers you include, and the choices you present all influence how useful the findings will be.
Deft brings healthcare market expertise to the research design, helping translate complex product questions into realistic consumer choices and actionable insights.
The goal isn’t simply to understand what consumers choose. It’s to help you decide what to do next.
Ready to Put Your Product Ideas to the Test?
Whether you’re developing a new product, optimizing an existing offering, or deciding which benefits and features to prioritize, Deft can help design the right research approach for the decision you’re facing.
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Product Design and Attribute Studies
To learn more, please complete the contact form on this page and our Client Services team will contact you.