We’ve always got an eye on what’s going on in leading academic centres.
For some years now Professor Jordan Louviere, Co-founder of the Institute for Choice (I4C) at the University of South Australia and one of the early innovators in choice modelling has been advocating use of a special type of choice model – Best-Worst Case 2 – where product feature levels are traded off directly. Unlike other types of model, this allows attribute levels to be compared against each other on a consistent scale.
It was also proposed that the results of these models provide a “have your cake and eat it” scenario, as they can be rescaled using a second stage of modelling to make simulations for “complete products” with more than the usual 7-8 attribute maximum. We have piloted this approach on a real project and found it worked extremely well. This idea was well received in a Power Users Session at Sawtooth 2015.
We now regularly use BWC2 as a trade-off method and offer the “hybrid” model where it is merited.