We investigate the usage of choice-based conjoint analysis (CBC) for sizing
consumer profiles for a technology product area. Traditionally, technology research
has often relied upon qualitative personas approaches that are difficult to assess
quantitatively. We demonstrate that Profile CBC is able to find consumer profiles
from tradeoffs of attributes derived from qualitative research, and yields
replicable, specifically sized groups that are well differentiated on both
intra-method and extra-method variables. We conclude that Profile CBC is a
potentially useful addition to analysts' tools for investigating consumer profiles.