Behavioral Conjoint Model With Simultaneous Attribute And Parameter Weighting

Kurz P., Rausch, M., Binner S., 2022 – Sawtooth Software Conference – USA 2022

How can behavioral factors be systematically integrated into conjoint models – and does it improve predictive validity?

Behavioral Calibration Questions (BCQs), asked before the conjoint tasks, help respondents recall real purchase behavior. Combined with the Dynamic Selection Process (DSP), the model shifts from stated preferences to observed behaviors – resulting in higher predictive accuracy.