Applying choice based conjoint measurement to forcast demand for a new restaurant category

This paper examines the use of Choice Based Conjointexperimentation for forecasting demand for a new restaurant category.The results of the forecasting experiment are compared to demand forexisting restaurant categories to determine whether the choice experimentreplicates actual category shares in the sampled region. The analysisshows that Choice Based Conjoint experiments are able to predictcategory shares for existing restaurant categories. It is then shown howthe approach may be used to estimate demand for a new category.