Consumer Choice Models

Integrated Conscious and Non-Conscious Choice Models

Sentient consumer choice models are used by the world’s largest corporations to model product demand within a competitive environment. Our behavioral scientists are experts in the design and analysis of derived preference measures including:

  • Discrete choice models
  • Choice-based conjoint
  • MaxDiff scaling
  • Proportion of Emotion models

Derived preference measures, such as choice-based conjoint, are among our industry’s best assessment tools of the outcome of consumer System 2 deliberative reasoning. Sentient scientists use these tools to reveal insights on how consumers consciously trade-off product features and benefits.

When combined with implicit emotional measures, the Sentient scientists are able to account for variance in consumer behavior not attributable to their conscious reflective processes. This combined System 1 and System 2 decision making model, called the Proportion of Emotion (POE) model, is central to Sentient’s ability to more accurately forecast in-market sales data than choice-based conjoint alone.

The integrated conscious and non-conscious POE choice models have improved predictive accuracy over stand-alone derived conscious preference models, including:

  • 94% vs. 69% in fashion sales
  • 81% vs. 41% in oatmeal sales
  • 92% vs. 79% in home furnishing sales

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