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What’s on the Menu? An Introduction to Menu Based Choice
We often encounter situations where clients want to optimize their product configuration, but the product’s ultimate configuration is determined by the consumer. Menu Based Choice models (MBC) can help us understand how consumers make related decisions in markets like food service, telecoms, media entertainment and many other situations. The very nature of these problems requires more complex thinking than standard choice models so this talk will introduce you to MBC, run through a case study with real-world evidence results and finally some tips and tricks on how to conduct a successful study.