What’s the best way to interpret utility scores produced from Gizmo’s conjoint


For one attribute, I have scores for the levels that are:

A – 5.1

B – 3.2

C- 1.0

D- 0

How do I describe this? Does A provide 5.1X utility to the product than D?

Dominic Sharpe answered

    I’m not sure if you have explored the SG conjoint documentation, but this should be a good place to start:


    There is also the below article which has a section about interpreting utilities:


    Hope this is a good starting point!

    Dominic Sharpe answered


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