Understanding consumer preferences is essential to product design and predicting market response to these new products. Choice-based conjoint analysis is widely used to model user preferences using their choices in surveys. However, traditional conjoint estimation techniques assume simple linear models. This assumption may lead to limited predictability and inaccurate estimation of product attribute contributions, especially on data that has underlying non-linear relationships. In this work, we employ representation learning to efficiently alleviate this issue. We propose ConjointNet, which is composed of two novel neural architectures, to predict user preferences. We demonstrate that the proposed ConjointNet models outperform traditional conjoint estimate techniques on two preference datasets by over 5%, and offer insights into non-linear feature interactions.

Large Language Models (LLMs) have transformed artificial intelligence by excelling in complex natural language processing tasks. Their ability to generate human-like text has opened new possibilities for market research, particularly in conjoint analysis, where understanding consumer preferences is essential but often resource-intensive. Traditional survey-based methods face limitations in scalability and cost, making LLM-generated data a promising alternative. However, while LLMs have the potential to simulate real consumer behavior, recent studies highlight a significant gap between LLM-generated and human data, with biases introduced when substituting between the two. In this paper, we address this gap by proposing a novel statistical data augmentation approach that efficiently integrates LLM-generated data with real data in conjoint analysis. Our method leverages transfer learning principles to debias the LLM-generated data using a small amount of human data. This results in statistically robust estimators with consistent and asymptotically normal properties, in contrast to naive approaches that simply substitute human data with LLM-generated data, which can exacerbate bias. We validate our framework through an empirical study on COVID-19 vaccine preferences, demonstrating its superior ability to reduce estimation error and save data and costs by 24.9% to 79.8%. In contrast, naive approaches fail to save data due to the inherent biases in LLM-generated data compared to human data. Another empirical study on sports car choices validates the robustness of our results. Our findings suggest that while LLM-generated data is not a direct substitute for human responses, it can serve as a valuable complement when used within a robust statistical framework.

Designing products to meet consumers' preferences is essential for a business's success. We propose the Gradient-based Survey (GBS), a discrete choice experiment for multiattribute product design. The experiment elicits consumer preferences through a sequence of paired comparisons for partial profiles. GBS adaptively constructs paired comparison questions based on the respondents' previous choices. Unlike the traditional random utility maximization paradigm, GBS is robust to model misspecification by not requiring a parametric utility model. Cross-pollinating the machine learning and experiment design, GBS is scalable to products with hundreds of attributes and can design personalized products for heterogeneous consumers. We demonstrate the advantage of GBS in accuracy and sample efficiency compared to the existing parametric and nonparametric methods in simulations.

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.

Conjoint analysis is a popular experimental design used to measure multidimensional preferences. Researchers examine how varying a factor of interest, while controlling for other relevant factors, influences decision-making. Currently, there exist two methodological approaches to analyzing data from a conjoint experiment. The first focuses on estimating the average marginal effects of each factor while averaging over the other factors. Although this allows for straightforward design-based estimation, the results critically depend on the distribution of other factors and how interaction effects are aggregated. An alternative model-based approach can compute various quantities of interest, but requires researchers to correctly specify the model, a challenging task for conjoint analysis with many factors and possible interactions. In addition, a commonly used logistic regression has poor statistical properties even with a moderate number of factors when incorporating interactions. We propose a new hypothesis testing approach based on the conditional randomization test to answer the most fundamental question of conjoint analysis: Does a factor of interest matter in any way given the other factors? Our methodology is solely based on the randomization of factors, and hence is free from assumptions. Yet, it allows researchers to use any test statistic, including those based on complex machine learning algorithms. As a result, we are able to combine the strengths of the existing design-based and model-based approaches. We illustrate the proposed methodology through conjoint analysis of immigration preferences and political candidate evaluation. We also extend the proposed approach to test for regularity assumptions commonly used in conjoint analysis.

Customers post online reviews at any time. With the timestamp of online reviews, they can be regarded as a flow of information. With this characteristic, designers can capture the changes in customer feedback to help set up product improvement strategies. Here we propose an approach for capturing changes of user expectation on product affordances based on the online reviews for two generations of products. First, the approach uses a rule-based natural language processing method to automatically identify and structure product affordances from review text. Then, inspired by the Kano model which classifies preferences of product attributes in five categories, conjoint analysis is used to quantitatively categorize the structured affordances. Finally, changes of user expectation can be found by applying the conjoint analysis on the online reviews posted for two successive generations of products. A case study based on the online reviews of Kindle e-readers downloaded from amazon.com shows that designers can use our proposed approach to evaluate their product improvement strategies for previous products and develop new product improvement strategies for future products.

Say, you're developing a new product. One thing you'll want to know is how important various features of a product or service of that type are to consumers. We often try to get at this by asking respondents directly in focus groups or quantitative surveys, but this may mislead us because many people have difficulty answering questions such as these. In surveys, for example, many will claim that just about everything about a product is important. Instead, what conjoint does is force respondents to make trade-offs.

You can now efficiently determine the appeal of many thousands of alternative Web site configurations, thanks to the new life machine learning methods have breathed into a mostly dormant analytical approach. Before we get into how this works, let's look at what we can do. For instance, here is a slightly disguised Web page. There many elements that could be varied, and in the simplified example in Figure 1, there are five. Two of these elements are varied in five ways and the remaining three in four ways.

For a wide variety of regularization methods, algorithms computing the entire solution path have been developed recently. Solution path algorithms do not only compute the solution for one particular value of the regularization parameter but the entire path of solutions, making the selection of an optimal parameter much easier. Most of the currently used algorithms are not robust in the sense that they cannot deal with general or degenerate input. Here we present a new robust, generic method for parametric quadratic programming. Our algorithm directly applies to nearly all machine learning applications, where so far every application required its own different algorithm. We illustrate the usefulness of our method by applying it to a very low rank problem which could not be solved by existing path tracking methods, namely to compute part-worth values in choice based conjoint analysis, a popular technique from market research to estimate consumers preferences on a class of parameterized options.

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 problem more efficiently. Thus, we propose two algorithms to quickly and accurately estimate consumer preferences.