Adaptive Choice-Based Conjoint (ACBC) is a new approach for adaptive choice-based conjoint studies. The interview has three main phases: 1) BYO (configuration) phase, 2) Consideration phase, 3) Choice phase. This follows the common proposition that buyers develop consideration sets and then choose a final product from within the consideration set. The interview adapts to each respondent, giving a more relevant, interactive experience. ACBC is recommended for experienced conjoint analysts and for projects involving about 5 or more attributes. Traditional brand-package-price studies should continue to be conducted under the standard (non-adaptive) CBC software.
