Menu-Based Choice (MBC) conjoint picks up where traditional CBC leaves off.
Increasingly customers are allowed to customize products before making a final purchase, adding features, trading certain features for others, etc. Each decision a customer makes weighs a features benefit against its price and as researchers we want to capture and understand that interaction.
MBC surveys offer an opportunity to do just that. By creating an interactive “menu” we enable the user to select exactly the features and product specifications he or she wants and is willing to pay for.
An example of a MBC survey layout:
(The language for this sample is Spanish, the currency is the Mexican Peso)
You may see a live demo of this MBC survey by clicking on the picture below: