The (traditional) conjoint analysis is a procedure for measuring and analyzing consumers’ preferences for specific objects. The test persons evaluate different objects stating their preferences using metric or ordinal scales. The measured preferences are used as proxies for the utility value of an object. The goal of conjoint analysis is to identify the utility contribution of each attribute level that decsribes an object. Conjoint analysis is used in the context of new product development and is a method of multivariate analysis frequently used in practice. This chapter describes both the traditional conjoint analysis and the choice-based conjoint (CBC) analysis.