Sawtooth Software 2020 European Conference | Virtual Attendance  | September 22–25
Early-bird pricing ends August 22!

Perceptual Choice Experiments: Enhancing CBC to Get from Which to Why (2015)

CBC (Choice-Based Conjoint) choice simulators predict share of choice for product concepts within competitive market scenarios, but they provide no insights into perceptions—the why’s behind the choice.  The author (Orme) introduces Perceptual Choice Experiments as an extension of CBC questionnaires for integrating diagnostic perceptual dimensions into CBC analysis and simulators.  Experimental design, model estimation, and sample size issues are explicated.  Fortunately, perceptual choice experiments leverage the same tools we already employ in CBC studies: orthogonal experiments, MNL estimation, and market simulation via the logit rule (share of preference).  The author demonstrates how perceptual choice data may be analyzed using Sawtooth Software’s MBC system—though any system that can estimate MNL models is suitable for the task.

  Download PDF     View in new window

Sawtooth Software

6:30 AM to 5:30 PM Mountain Time
(GMT-6; GMT-7 Autumn/Winter)
Monday through Friday

Phone: +1 801 477 4700
Fax: +1 801 337 7410

We are open!

SKIM Software

9:00 AM to 5:30 PM Central European
(GMT+2; GMT+1 Autumn/Winter)
Monday through Friday

Phone: +31 10 282 3500
Fax: +31 10 282 3560

Lighthouse Studio

Lighthouse Studio is our flagship software for producing and analyzing online and offline surveys. It contains modules for general interviewing, choice-based conjoint, adaptive choice-based conjoint, adaptive choice analysis, choice-value analysis, and maxdiff exercises.

Try Lighthouse Studio

  Buy Lighthouse Studio

Getting Started with Conjoint Analysis

New to conjoint analysis? Pick up a copy of Bryan Orme's best-selling book today!

Learn More