How do you capture complex preferences while also keeping respondents engaged? Adaptive Choice-Based Conjoint (ACBC) provides multiple alternatives for accomplishing both goals. But procuring precious survey content for choice customization can be challenging, particularly when the benefits may not be immediately clear at the design phase of the project. This presentation will use a series of case studies to evaluate different inputs to choice experiments and help the analyst quantify the trade-off between design efficiency and response quality for each.
