Adaptive Choice-based Conjoint (ACBC)

Adaptive Choice-based Conjoint (ACBC) is the latest approach to preference modeling that leverages the best aspects of CBC (Choice-Based Conjoint) and ACA (Adaptive Conjoint Analysis). Different from traditional CBC, the interview process of ACBC is staged. First the research participant builds its optimal product configuration; then must-haves and unacceptables are assessed; thirdly tradeoffs are explored by systematically varying remaining product configurations.

ACBC: benefits & limitations

• It is able to process more attributes than CBC
• The interview is more pleasant to the research participant, compared to CBC
• It is less subject to assumptions about the use of a compensatory decision rule

• ACBC is more complicated to execute than standard CBC

ACBC: when to use it?

• For (durable) consumer products: to define the optimal product
• For financial service providers: to optimize product/portfolio configurations
• In telecom industries: to optimize your products or product bundles