Current issues and a ‘wish list’ for conjoint analysis

Conjoint analysis is one of the most celebrated tools in Marketing, and its widespread use (not just widespread publication history) has been one of the greatest success stories in Marketing/Business of the academic and practitioner interface. In this article, I provide a wish‐list, of sorts, summarizing current cutting‐edge research that is trying to fill some holes, and other issues that I ‘wish’ were trying to be filled. By literally using a list‐like statement, current answer, and wish‐list format for this article, I hope to provide guidance to both academics and practitioners as to the areas for future important conjoint research.