Introduction to Menu-Based Choice (MBC)

CBC is the common approach where the consumer picks one product from an available set of products on the shelf. But, many buying decisions don’t involve a 1/0 (buy/no buy) approach. Rather, many purchases involve a series of 1/0 choices to an array (menu) of options for a product or service. Thus, rather than predicting a 1/0 discrete choice of the overall product as in CBC, we’re predicting a series of product feature choices, such as 10011101 (yes/no for 8 choices involved in customizing the product/service to be bought). Come see how Sawtooth Software’s MBC software helps you analyze and build market simulations for multi-check choice experiments!