Discrete Choice Experimentation

Discrete Choice Experimentation (DCE) is a research method used to understand how people make decisions between different options. Participants are presented with sets of choices, each containing various features like price, quality, or features, and asked to select their preferred option. Analyzing these choices reveals how people value different attributes and trade-offs. DCE helps organizations optimize products, services, or policies by providing insights into consumer preferences and the factors influencing their decisions, ultimately guiding better design and marketing strategies.