Greg Allenby and Peter Rossi describe the history of HB methods as they relate to marketing research methods. They describe the theory behind HB, the challenges in implementing HB methods for marketing research in the 1990s, and what they see as the future applications of HB within marketing research. They predict that over the next 10 years, HB will enable researchers to develop more rich models of consumer behavior. We will extend the standard preference models to incorporate more complex behavioral components, including screening rules in conjoint analysis (conjunctive, disjunctive, compensatory), satiation, scale usage, and inter-dependent preferences among consumers. New models will approach preference from the multitude of basic concerns and interests that give rise to needs. Common to all these problems is a dramatic increase in the number of explanatory variables.