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