Phase 1: Screening
In the screening phase, the respondents are shown a number of screens with possible configurations that are similar to the ones on the market. We ask the respondents which ones they would possibly have an interest in.
The outcome of this phase delivers an amount of concepts, which will be compared to each other in the following step.
Phase 2: Choice tournament
In the tournament phase, we show the selected concepts from phase 1 in sets of three. The respondents have to decide which of those three they would choose.
This phase delivers the attribute importance and preference scores for the attribute levels. We use these to run simulations of the market model and get to an ‘ultimate configuration’, which lies closest to real life behaviour.