Have it Your WAY

How must researchers craft studies and analyze the data to get a deeper grasp of mass customization? How must researchers investigate picking from a menu, and how must they examine the results to best expose the behavioral underpinnings of the build-your-own situation? One might think that traditional conjoint analysis is appropriate and effective for understanding how people want to construct product bundles, but the menu situation's additional complexity makes that approach entirely inadequate. Enter menu-based conjoint analysis - expressly designed for handling a build-your-own, select-from-a-menu, mass customization situation.