A Machine Learning Approach to Conjoint Analysis

Choice-based conjoint analysis builds models of consumer preferences over products with answers gathered in questionnaires. Our main goal is to bring tools from the machine learning community to solve this prob- lem more efficiently. Thus, we propose two algorithms to quickly and accurately estimate consumer preferences. Conjoint analysis (also called trade-off analysis) is one of the most popular marketing re- search technique used to determine which features a new product should have, by conjointly measuring consumers trade-offs between discretized1 attributes. In this paper, we will fo- cus on the choice-based conjoint analysis (CBC) framework [11] since it is both widely used and realistic: at each question in the survey, the consumer is asked to choose one product from several.