Search engines record the queries that users submit, including a large number of queries that include brand names. This data holds promise for assessing brand health. However, before adopting brand search volume as a brand metric, marketers should understand how brand search relates to...

Conjoint is one of the most popular methods in marketing research, widely used to understand how customers trade-off features of a product. Since product images have a strong influence on customer choice, it is natural to include images in conjoint studies. However, estimating the effect of...

Discrete choice models estimated using hypothetical choices made in a survey setting (e.g., choice-based conjoint) are widely used to forecast the effects of product design and marketing mix decisions. Survey methods allow the researcher to estimate preferences for product features that do not...