This white paper explains how conjoint analysis helps medical device companies better understand customer needs and prioritize product features. In a highly competitive and regulated market, traditional surveys often fail to reveal true preferences. Conjoint analysis simulates real-world trade-offs, showing which attributes drive purchasing decisions among clinicians, hospitals, and payers. The method supports evidence-based product design, pricing strategies, and market positioning. By quantifying value from the customer’s perspective, companies can reduce development risks, align innovations with demand, and maximize return on investment in new medical technologies.

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