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Ideas & analysisConjoint and HB Without the Stats Bottleneck
Advanced choice methods are where a lot of agencies hit a wall. Conjoint and MaxDiff are among the most powerful tools in research for understanding what people actually value and how they trade off, but they've historically demanded specialty software, a particular kind of design expertise, and a statistician available to run the Hierarchical Bayes estimation and sanity-check the output. That overhead meant these methods got reserved for the biggest projects, or quietly outsourced to a specialist shop.
The methodology was never the obstacle. The production apparatus around it was. When the advanced methods are built into the platform, the rigor stays and the overhead goes.
