Conjoint Analysis as Expert Witness Evidence

Choice-based conjoint analysis gives researchers a powerful tool to predict how consumers may react to new products and purchasing environments. In a legal setting, expert witnesses use choice-based conjoint to evaluate harm in false-advertising or product defect cases. In these scenarios, the relevant research question is how real-world customers may have changed their purchasing behavior if they had known the truth about the product ahead of time. Join Augustus Urschel, a Senior Managing Economist at Econ One Research, as he shares his experience designing and applying choice-based conjoint surveys in a legal context. Mr. Urschel will review how expert witnesses in legal matters have employed choice-based conjoint to date, explain how survey analysis in a court setting works, and explore the common criticisms (and their rejoinders) of choice-based conjoint as a tool for assessing consumer harm.