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Getting Started with the Share of Choice Simulator
Getting Started with the Share of Choice Simulator
Cameron Gavin avatar
Written by Cameron Gavin
Updated over 3 weeks ago

In this article:


Introduction

The Share of Choice Simulator is a powerful tool for analysis of choice model data from studies conducted with Dig Insights – this can be from Conjoint or MaxDiff. 

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Navigating the Share of Choice Dashboard

Toolbar

Filters

Apply filters from your study to analyze scenarios by different sub-groups.

Scenarios

Save, reset, or retrieve the base scenario and other scenarios.

Slots

Each slot represents an option in the simulator. You can add slots to create new options or remove extra options from the dashboard.

Base

Displays the total sample size and the sample size defined by applied filters.

View As

The Share of Choice Simulator can be viewed in three formats: Bar Charts, List, and Column Views.

Exports and Downloads

Updated Share of Choice results can be copied to Excel or downloaded as an Excel file. Exported results will reflect the latest selections.

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Simulation Results Dashboard

Results can be sorted by Share of Choice or Purchase Likelihood.

A screenshot of a graph

AI-generated content may be incorrect.

Share of Choice

  • Interpretation: If these products were offered together, what percentage of people would choose each item?

  • Key Considerations: Concepts are analyzed in the context of their competitive set, meaning shares always sum to 100%.

  • Best Used When: Comparing to competitive options.

Purchase Likelihood

  • Interpretation: How well does this product perform in isolation?

  • Key Considerations: Results are independent and can be measured against either:
    a) The "None" utility, or
    b) An average concept.

  • Best Used When: No direct competitive options are available.


Setting or Updating Scenarios

The section’s placement depends on the dashboard view format—it appears either as a table below the results or to the left of the results.

A screenshot of a white screen

AI-generated content may be incorrect.

Check Marks

Indicate if an options is included in the dashboard results.

Placeholder (Row)

Displays scenario names.

Rows

Each row represents an attribute (e.g., brand, price, claims, etc.).

Columns

Each column represents a level within an attribute (e.g., for price: $4.59, $4.99, $6.99, etc.). Levels can be updated via a slider or drop-down menu.

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