Beyond Conjoint Analysis: The Future of Preference Measurement

The survey "Beyond Conjoint Analysis: Advances in Preference Measurement" reviews the evolution of preference measurement beyond traditional conjoint analysis. The authors propose a framework centered on the problem, task design, and model specification, highlighting recent research and future directions for each component. The paper discusses the expanding applications of preference measurement to various stakeholders and problems, novel data collection methods focusing on engagement and incentives, and advancements in modeling that incorporate complexities like social interactions and behavioral effects. Furthermore, it examines new estimation techniques and the crucial integration of preference measurement with actionable outcomes and stakeholder objectives. The authors advocate for a more comprehensive and context-aware approach to understanding and utilizing consumer preferences.