Choice modelling

Choice modelling is a way of understanding why people choose certain things over others. It looks at different factors that can influence how people choose, like price, features and convenience. It uses mathematics to try and find out which combination of these factors is most important to people when they make a choice. For example, if you want to buy a new phone, you might use choice modelling to figure out if people care more about price, or if they care more about having lots of features.