Researchers often encounter situations where the client wants to optimize their product configuration, but the product’s ultimate configuration is determined by the consumer. Menu based choice models can help researchers understand how consumers make related decisions in markets like food service, telecoms, and many other situations. The very nature of these projects requires more complex thinking than standard choice models so this practical talk will discuss the questions that you need to be asking the client, and tips and tricks for ensuring you get the best out of these studies.
