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.