A form of trade-off analysis that presents unique choices (for example, Brands A, B, C) some of which may not share similar characteristics, and thus choices are “discrete.” Choice modeling utilizes multivariate statistical techniques to disaggregate the importance of factors that could affect a decision and all of the alternative levels within those factors. The models are used to simulate real-world consumer behavior, and to predict likely decisions of those in the target population. Also known as “Discrete Choice Analysis”.