The Discrete Choice designer creates experiments with factors that are product attributes. A collection of attributes is called a product profile. Respondents choose one in each set of product profiles.
Industrial experimentation deals with the question of how to improve processes to deliver better products. Choice experiments help a company prioritize product features for their market. The purpose of a choice experiment is to define a product that people want to buy.
Choice experiments always involve people comparing prospective products and picking the one they prefer. For example, suppose a computer company wants to update its high-end laptop. Laptops have many features that are important to customers such as processor speed, hard disk size, screen size, battery life, and price. To build a laptop that customers want, the computer company needs to know the relative importance of each feature. Most people prefer a faster computer with more storage, longer battery life, and a low price. What the company does not know is how much more an extra hour of battery life is worth to a customer or whether doubling the hard disk size is as important as doubling the processor speed. A choice experiment can answer these questions and indicate the optimal set of trade-offs among product features.