PRODUCT-MARKET FIT THROUGH THE LENS OF CONJOINT ANALYSIS: HOW QUANTITATIVE METHODS INFLUENCE GO-TO-MARKET STRATEGY

Achieving Product-Market Fit (PMF) is a critical milestone in the lifecycle of any digital product. However, most startups and product teams continue to rely on subjective approaches—user interviews, expert intuition, and founder instincts—which often lead to failure during market launch. This paper explores the use of Conjoint Analysis as a quantitative method for measuring perceived product value, identifying critical attributes, and assessing willingness to pay. The method enables teams to formalize and predict user response to different product configurations even before launch, reducing testing costs and increasing the likelihood of achieving PMF. The article draws from real-world case studies in e-commerce and SS and proposes a structured approach to integrating Conjoint Analysis into the early stages of product development.