1.

2.

Run the Choice script.

The only grouping variable is Choice Set because there is a single survey and a single respondent.
3.

Click Run Model.

To construct the final choice design that you will give to ten respondents, you need prior means and variances for the parameter estimates. The analysis in Parameter Estimates for Pilot Survey gives estimates of the parameter means (Estimate) and estimates of their standard errors (Std Error). You will treat the standard errors as prior estimates of the standard deviations. Next, to calculate estimates of the variances of the attributes, construct a JMP table and square the standard errors.
4.

Rightclick in the Parameter Estimates report and select Make into Data Table.

5.

In the new data table, rightclick in the Std Error column header and select New Formula Column > Transform > Square.

A column called Std Error^2 is added to the data table. Its values will serve as your estimates of the prior variance for the choice model parameters.