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

This paper examines the use of Choice Based Conjoint experimentation for forecasting demand for a new restaurant category. The results of the forecasting experiment are compared to demand for existing restaurant categories to determine whether the choice experiment replicates actual category shares in the sampled region. The analysis shows that Choice Based Conjoint experiments are able to predict category shares for existing restaurant categories. It is then shown how the approach may be used to estimate demand for a new category.