We programmed a choice experiment that mimics the user experience of an online product comparison. Respondents saw dozens of concepts per screen and were given the option to sort and filter these for easier navigation through the product space. Aside from the respondent choices the experiment captured the usage of filters and additional self-stated information (outside of the experiment) about the respondents’ decision criteria, preferences, and willingness to pay. We compared the results of various ways of incorporating different types of these “secondary signals” into the estimation.
