The article focuses on the comments on an article related to conjoint analysis. Conjoint analysis has become a very popular marketing research technique. Unlike traditional surveys, group interviews, and most other research methods, conjoint analysis--with a game simulator--produces explicit, unambiguous, relevant predictions. This popularity is precisely why conjoint analysis deserves close scrutiny, analysis, and discussion. Its weaknesses can cause serious problems unless they are understood. It is agreed that pure conjoint analysis has limited capacity. Real clients with real problems must be able to study more attributes and more attribute levels so various hybrid procedures and experimental designs have been developed bro expand capacity and meet client demands. The simple fact remains that conjoint analysis has limited capacity. Hybrid approaches and experimental designs extend that capacity but do not permit complete maps, measurement of individual perceptions of the attributes of competitors and integration of each individual respondent's values and perceptions.