We present results to validate the findings from the Kurz/Binner 2021 Sawtooth Software Conference presentation that won best paper. Kurz/Binner demonstrated how a simple grid of 9 binary “Behavioral Calibration Questions” that probed how respondents regarded brand, innovation, and price could significantly improve the consistency of respondents’ CBC data and also their holdout predictive validity. We extend the binary questions to include 3 questions related to the importance of features.
