Daniel Molitor retweetledi
If you run conjoint experiments, you need to read this.
Most conjoints estimate average effects for each attribute.
But what if the effect of one attribute depends on the others?
This new paper introduces a data-adaptive conjoint design that hunts for heterogeneity:
Where does a focal attribute matter most (or least)—depending on context?
The authors show that U.S. adults weigh immigrants’ education very differently depending on background—sometimes it matters a lot, sometimes not at all.
I’ve only run a few conjoints, but I’ve always wondered:
Why don’t more designs try to surface this kind of interaction?
Very cool. Very important.
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