Six decades ago, Luce and Tukey's seminal paper marked the inception of conjoint analysis. Now, it's time to delve into the historical evolution of conjoint analysis over the past 60 years. In particular, we'll explore a concise history of advancements in various conjoint models, the estimation of part-worth utilities, the creation of experimental designs, and how these innovations have shaped research outcomes. We'll also examine which of the challenges that emerged during this period have been successfully addressed and which questions still remain open.
