Preference Elicitation [Conjoint Analysis]

Conjoint Analysis

Market research: assess consumer’s preferences

on homogenous class of products

Approach: describe products in terms of attributes and levels [conjoint structure].

Example: Cars = (Max.Speed) x (Gas Mileage)

Max. Speed = { 100 mph, 120 mph, 150 mph}

Gas Mileage = { 20 mpg, 17 mpg, 13 mpg, 10 mpg}

Pairwise Comparsions

150 mph 10 mpg

100 mph 20 mpg

Which car are you more likely to buy?

100 mph 13 mpg

120 mph 17 mpg

Tradeoff!

Marketing Approach

Given a set of products X Elicit consumer’s preferences from pairwise

comparisons [simulates real choice tasks] Only small [constant] number of questions per

respondent For each respondent value function

v: X →[0,1]

Optimizing Visualization Systems

Which (volume) rendering shows more detail?

Optimizing Visualization Systems

Which (volume) rendering do you like better?

Optimizing Visualization Systems

Which (volume) rendering shows more detail?

Optimizing Visualization Systems

Which (volume) rendering shows more detail?

Netflix Challenge

Netflix Challenge

http://www.netflixprize.com/index

Netflix Challenge

Netflix Challenge

Challenge: From given ratings predict rating of unrated movies.

Training data set: >100 million ratings from >480 thousand customers on ~18 thousand movies.

Test data: 2.8 million customer/movie pairs with the ratings withheld.

Compare to Netflix’ predictor ‘Cinematch’ Quality measure: root mean square error

Surface Reconstruction

Surface reconstruction

Surface Reconstruction