In many “set and forget” markets, such as telecommunications, a user must first decide to switch and then make a choice. A choice-based conjoint question, by contrast, forces the person to make the choice. The result is that there is inevitably a poor congruence between the real-world choices and a standard choice-based conjoint model.
A more pragmatic solution is to:
- Collect data for each person on their historic propensity to switch.
- Use a 'none of these' and then at analysis time, calibrate the data based on their historic propensity.
Model the overall churn rate using historical data.