Choice Modeling

Understanding behavior begins with understanding what is most important to decision makers. Choice modeling delivers insight into the key drivers of decision-making by deriving which product, service or brand attributes are most important to individuals or organizations. Sentient choice modeling will tell you what is most important to your target market and what they are willing to pay for it.

It has long been known by advanced marketing professionals that simply asking prospects what is important won’t provide valid information for critical market decisions. Rather, a method that derives what is important to prospects by observing their choices and analyzing the patterns of their preferences reveals the true drivers of their behavior and provides marketing professionals with accurate data on what will move the market.

Choice modeling results inform:

• Product Development (what attributes to include and what levels)
• Price Sensitivity Analysis (how to price in a new market or in relation to a new competitive offering)
• Brand Equity Analysis
• Customer Satisfaction and Loyalty programs
• Employee Engagement and Retention programs

Sentient choice modeling expertise includes:

• Conjoint Studies
• Discrete Choice Studies (choice based-conjoint)
• Max-Diff Scaling Techniques
• Optimization Modeling (exhaustive and genetic search algorithms)
• Hierarchical Bayesian Estimation of Utilities