Optimal approximate choice designs for a two‐step coffee choice, taste and choice again experiment

This work deals with consumers' preferences about coffee. Firstly, a choice experiment is performed on a sample of potential consumers. Following this, a sensory test involving the tasting of two varieties of coffee is carried out with the respondents, after which the same choice experiment is supplied to them again. An innovative approach for building heterogeneous choice designs is specifically developed for the case‐study, based on approximate design theory and compound design criterion. Panel Mixed Logit models are used, thereby allowing for the inclusion of correlation among consumers' responses; choice‐sets are supplied to a proportion of respondents according to optimal weights. The estimation results of the Panel Mixed Logit model are satisfactory, confirming the validity of the proposed approach.