Build-Your-Own

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Build-Your-Own (BYO) choice models ask consumers to build their own ideal product. The example below shows four screens from an analgesics study. It shows how a respondent changed the different aspects of the design of a pack of analgesics (e.g., by first clicking on Nurofen). When the respondent changes the product design, the price also changes. Consequently, the respondent builds their ideal product by trading off between the features they desire and the cost of purchase. This is variously known as BYO (Build Your Own), menu-based choice modeling (although this can mean other things), SMART and SIMALTO.

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