Testing features works well on a small scale. But when your product roadmap expands from 5 features to 40, traditional feature analysis methods collapse under their own weight. Respondent attention wanes, data integrity suffers, and the clarity needed for confident product decisions vanishes. Token-Based Conjoint Analysis (TBC), a new methodology created by Numerious  that won Best Paper at the 2025 Sawtooth Research Conference, lets researchers test up to 40 features at once