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Conduct a Choice-Based Conjoint Analysis for Netflix with Python

In this project-based course you'll be put into a scenario to assist Netflix in rejuvenating the streaming service's growth using Data Analysis and Python.

2 Days

Average time students take to complete this course.

Taught by: Diogo Resende
Last updated: June 2024


Instead of the traditional analytics method of surveying users based on individual features, you'll use the Choice-Based Conjoint Analysis method, a type of market research that is grounded in science and analytics and examines consumer preferences in a holistic method.

What you'll learn

  • Gain hands-on experience in applying choice-based Conjoint Analysis for market research, focusing on understanding holistic consumer preferences.
  • Delve into real-world data analysis, using Python to explore consumer behavior for Netflix, a globally recognized brand.
  • Identify growth opportunities for Netflix by applying analytical skills to strategic business decision-making.
  • Experience the thrill of uncovering unexpected insights, emphasizing the critical role of data analysis in shaping business strategy.

Why Is This Data Analysis Project Awesome?

This project-based course provides you with a unique opportunity to delve into real-world market research and data analysis, focusing on consumer behavior for a globally recognized brand, Netflix.

The project's high-stakes, real-world relevance is a motivating factor that will help you identify potential growth opportunities and apply your analytical skills to strategic business decision-making.

Not only is this a significant stepping stone for your Data Analytics career, but the thrill of uncovering unexpected insights will give you a sense of accomplishment and highlights the importance of data analysis in business strategy!

Wait... What's a Project?

One of the most common things we hear from students is: "I want to build more projects!"

We love hearing that, because building projects is really the best way to learn. And unique, challenging projects can really make your portfolio stand out for potential employers.

But just feel so good when you actually build something real!

That's why we've created ZTM Projects. A collection of comprehensive portfolio and practice projects that you can use to advance your knowledge, learn new skills, build your portfolio, and sometimes even just have fun!

What Else Should I Know?

By becoming a ZTM member you'll not only get access to all our courses, bytes, and projects.

But you’ll also get to join our exclusive live online community classroom to learn alongside thousands of students, alumni, mentors, TAs and Instructors.

Most importantly, you'll be learning from an industry professional (Diogo) that has actual real-world experience as a Data Scientist. He teaches you the exact strategies and techniques he uses in his role.

Finally, as with all ZTM courses, this course is a living thing. It will be constantly updated as the landscape changes so you can use it as your go-to resource for building Data Analysis projects now and throughout your career.

Join 1,000s of Zero To Mastery graduates that have gotten hired and are now working at companies like Google, Tesla, Amazon, Apple, IBM, JP Morgan, Facebook, Shopify + other top tech companies.

They come from all different backgrounds, ages, and experiences. Many even started as complete beginners.

So there's no reason it can't be you too.

And you have nothing to lose. Because you can start learning right now and if this course isn't everything you expected, we'll refund you 100% within 30 days. No hassles and no questions asked.

When's the best time to get started? Today!

There's never a bad time to learn in-demand skills. But the sooner, the better. So start building this Data Analysis project today by joining the ZTM Academy. You'll have a clear roadmap to developing the skills to build your own projects, get hired, and advance your career.

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Course curriculum

Here's an overview of what you'll learn in this Conjoint Analysis project.


5 lectures

Project Introduction2:02


Project FAQ


Project Resources / Materials


Exercise: Meet Your Classmates and Instructor


Set Your Learning Streak Goal


Let's Do It!

20 lectures

Problem Statement3:20


Choice-Based Conjoint Analysis6:33


Python - Directory and Libraries3:14


Python - Preparing Data2:32


Technical Process1:53


Python - Regression Model3:58


Python - Retrieving Partworths5:55


Python - Customizing Visualization6:25


Python - Looking at Specific Drivers5:16


Python - Lollipop Chart8:38


Python - Feature Coefficients5:46


Python - Feature Importance2:29


Python - Preparing Relative Importances2:56


Python - Plotting Tree Maps7:05


Project Update3:14


Interaction Terms3:32


Python - Interaction Terms5:44


Python - Interaction Terms Results12:44


Next Steps4:35


Limitations of Conjoint Analysis1:23


Where To Go From Here?

1 lectures

Review This Project!


Meet your instructor

Your instructor (Diogo) isn't just an expert with years of real-world professional experience. He has been in your shoes. He makes learning fun. He makes complex topics feel simple. He will motivate you. He will push you. And he will go above and beyond to help you succeed.

Diogo Resende

Hi, I'm Diogo Resende!

Diogo has been working for over a decade as a data scientist. He loves harnessing the power of data and analytics to understand what has happened, what will happen next, and how to use that information to your advantage.


Diogo Resende

Data Scientist

Frequently asked questions

Are there any prerequisites for this course?


Do you provide a certificate of completion?

We definitely do and they are quite nice. You will also be able to add Zero To Mastery Academy to the education section of your LinkedIn profile as well.

Are there subtitles?

Yes! We have high quality subtitles in 11 different languages: English, Spanish, French, German, Dutch, Romanian, Arabic, Hindi, Portuguese, Indonesian, and Japanese.

You can even adjust the text size, color, background and more so that the subtitles are perfect just for you!

Still have more questions about the Academy?

Still have more questions specific to the Academy membership? No problem, we answer some more here.

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