Sawtooth Software: The Survey Software of Choice

Webinar: Perceptual Choice Experiments: Enhancing CBC to Get from Which to Why

Conjoint experiments are very helpful when a company is looking to understand the near-optimal product combination or the share of choice for different product concepts within the competitive market. However, one limitation is that we can walk away without much insight into the why's behind people's choices. Until now.

Perceptual Choice Experiments are an extension of Choice Based Conjoint (CBC) experiments, integrating perceptual dimensions. By asking respondents to choose not only the product concept they prefer, but also, which perceptual items/attributes respondents associate with each of the concepts, it leads to an understanding of how each conjoint attribute contributes to consumer perceptions. The effort involves adding a checkbox grid beneath each CBC question, some data processing, running aggregate logit via any number of available MNL tools (we'll demonstrate using MBC software), and building a simulator in Excel. The Excel simulator involves an intuitive heat-map showing what percent of respondents would agree that each product in the simulation scenario is "fun", "a good value for the money", "cutting-edge", "easy to use" etc. (for whatever perceptual dimensions you include in the survey).

On January 12, 2016, this webinar was given exclusively to our suite license holders by Bryan Orme, Sawtooth Software's president. In it you will learn how to augment CBC questionnaires to add predicted agreement on perceptual dimensions to simulators, by product, as an interactive heat-map. Bryan presented this paper at the 2015 Sawtooth Software Conference and it is also found in our technical papers section: Perceptual Choice Experiments: Enhancing CBC to Get from Which to Why (2015).


Bryan Orme, President
Bryan Orme

Megan Peitz, Ingenuity Ambassador
Megan Peitz
Ingenuity Ambassador

Adding the Why to CBC with Perceptual Choice Experiments