In Filter-CBC, respondents often fail to apply filters sufficiently, leaving them overloaded with irrelevant alternatives and increasing position bias. This study introduces pre-filtering modules before the conjoint exercise to reduce these effects. Two approaches are evaluated: an adaptive CBC pre-module and a simplified attribute-ranking with must-have probing. Both identify which attributes and levels to prefilter, thereby reducing task complexity and cognitive load, and ultimately leading to more reliable and predictive utility estimates.
