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Menu Choice and Bundling

Many products and services allow buyers to choose among a variety of options in configuring their preferred product. Examples include restaurant menus, financial services, insurance options, automobile purchases, and choice of telephony/internet/cable options. Menu-based Choice studies are useful for studying mixed bundling, where buyers can select pre-designed bundles of items and also items a la carte.

Sawtooth Software's new Menu Based Choice (MBC) software has unlocked a field of conjoint that was only previously available to elite conjoint users. What would have taken the analyst days (probably weeks in some cases) to set up the analysis and simulations can now be accomplished in a matter of hours and the flexibility that the software offers regarding specifying different cross-effect models means that MBC can now become a mainstream conjoint technique. I was particularly impressed with the way Sawtooth Software has designed the software to allow for the multitude of ways that accompany MBC projects and I look forward to using it in the future. --Chris Moore, GfK NOP, UK

Read more about menu-based choice analysis:

• Introductory MBC Article
• Software documentation

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