The relative importance represents a summarizing and easily interpretable characteristic in preference surveys, providing a quick overview of the influence of individual features and thus serving as decision support or guidance for action. The following aspects should be considered, or at least taken into account: a) Even seemingly unimportant features receive a certain baseline importance. The correction calculation primarily benefits the most important and other significant features. b) Adding more features reduces the relative importances, with the losses almost exclusively affecting the most important feature. c) With increasing scale levels, more differentiated and accurate results emerge. As the results of the present study show, much depends on the care with which the individual steps are planned and executed in adaptive conjoint analysis. If the findings are incorporated into the planning and execution, significantly better results can be achieved. This work is aimed at marketing and management professionals, market researchers, statisticians, and all companies that utilize adaptive conjoint analysis.