Discrete choice modelling is at the forefront of predictive technologies. The 2000 Nobel Prize for Economics was awarded for work based on this technique.

Discrete choice modelling allows us to measure the overall and relative appeal of every important feature of a product or service offering. It also allows us to simulate consumer demand based on any combination of the significant fixed and variable elements of the product offer, including price.

This modelling technique allows the product offer to be formulated to maximise demand, or profitability, or some combination of the two. The basic output is a 'decision support system' that enables clients to analyse 'what-if' scenarios.

Discrete choice modelling has been implemented successfully by our researchers in areas as diverse as financial services, airlines and the automobile industry.