New product development is an omnipresent challenge to modern libraries in the information age. Therefore, we present the design and selected results of a comprehensive research project aiming at the systematic and user-oriented planning of academic library services by means of conjoint analysis. The applicability of the analytical framework used and the expressiveness of the attainable results are demonstrated by means of two surveys complementing each other. Both surveys together are representing the opinions of more than 3500 academic library users.