Conjoint Analysis and Discrete Choice are advanced research techniques for learning how people make choices and decisions. These techniques enable DHM to significantly augment conventional research by providing a much more in-depth understanding of choices people make. Survey respondents are initially exposed to different choice configurations and asked to choose which they prefer. The outcome reveals the attributes that are most important to them and the relative acceptance of each choice.

These research techniques essentially create a market or real world simulation that results in the ability to assess preferences of the targeted population. The outcome reveals the attributes that are most important to them and their relative importance. Armed with this information, organizations can make much better decisions.