Lighthouse Studio: ACBC
Adaptive Choice-Based Conjoint (ACBC) is our most advanced system for conjoint/choice analysis within Lighthouse Studio. It is used for studying how people make decisions regarding complex products or services. ACBC is a new approach to preference modeling that leverages the best aspects of CBC (Choice-Based Conjoint) and ACA (Adaptive Conjoint Analysis). An Adaptive Choice interview is an interactive experience, customized to the preferences and opinions of each individual.
The Adaptive CBC Interview Flow
Benefits of ACBC
- More engaging, relevant interviews
- Directly incorporates non-compensatory decision-making
- Ability to obtain strong individual-level estimates
- Can work even with the smallest of sample sizes
- Solid behavioral theory (consideration, then choice)
- Solid statistical theory (near-orthogonal experiments and choice data)
When to Use ACBC?
- Five or more attributes
- Either large or very small sample sizes
- When conjoint sections of about 7 to 15 minutes fit within the questionnaire
Why It Works
ACBC's question flow incorporates the well-established theory that buyers make complex choices by forming a consideration set (typically using cut-off rules) and then choosing a product within that consideration set. We display relevant products for respondents to consider by patterning them after the preferred product that respondents have first specified using a BYO (Build-Your-Own) exercise.
Respondents find adaptive CBC interviews more engaging, realistic, and relevant compared to traditional (static) CBC interviews. Even though the interviews are typically longer than standard CBC questionnaires, respondents generally prefer the overall experience.
In addition to the standard part-worth utilities that are useful for segmentation and market simulation, we capture the specific "must-have" and "unacceptable" rules that respondents express during the screening process. We also can tabulate the responses from the BYO (configurator) question. These data provide greater insight than typical CBC studies.
- ACBC Testimonial: Emanuele Leveroni, Ockham Associates, LLC.
- ACBC Testimonial: Craig King, The MarkeTech Group, LLC.
- ACBC Testimonial: Chris Chapman, Microsoft Hardware User Research
- ACBC Testimonial: Robert Goodwin, Lifetime Products, Inc.
- ACBC is a component within the Lighthouse Studio Platform
- Includes HB and Monotone Regression utility estimation routines
- Utilities may be used within our standard market simulator packages