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 tool for assessing consumer harm.