Video-Based Conjoint Analysis and Agent Based Simulation for Estimating Customer's Behavior

Conjoint analysis is a statistical technique to reveal customers' invisible preference using series of questions regarding tradeoffs in products. In this paper, we propose a new variant of this technique that uses products layout and customers' actions in a store instead of conjoint cards and answers. We demonstrate the effectiveness of this method by making agent-based in-store simulator that can reproduce the congestion in a store. The parameters of the agents in the simulator were determined by our technique - videobased conjoint analysis.