Conjoint analysis often begins with static feature glossaries, but are respondents really reading them? This research-on-research study compares glossary-based warm-ups with a Kano-inspired warm-up, with and without the Kurz-Binner Priming questions. We test impacts on comprehension, ANA, engagement, LOI, and utilities. Attendees will walk away with evidence-based, practical guidance for designing conjoint warm-ups that improve both the respondent experience and the quality of the data.
