System to provide consumer preference information

• US 7,958,006 B2
• Filed: 04/27/2001
• Issued: 06/07/2011
• Est. Priority Date: 04/27/2001
• Status: Active Grant

• Current Assignee: Truechoice IP Holding Incorporated
• Original Assignee: True Chemical Solutions, LLC.
• Inventors: van der Scheer, Hielke Roelof, Keil, Sev K. H., Wittink, Dick R.
• Primary Examiner(s): Lastra; Daniel
• Application Number:
  US09/845,051
• Publication Number:
  US 20030040952A1
• Time in Patent Office: 3,693 Days
• Field of Search: 705/10, 705/14, 705/26, 705/14.1
• US Class Current: 705/14.1
• CPC Class Codes: G06Q 10/02 Reservations, e.g. for tickets, services or events
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0207 Discounts or incentives, e.g. coupons or rebates

Abstract

A system to determine preference information in which preference information associated with a consumer is determined, the preference information is validated, and the preference information is mixed with preference information associated with a plurality of consumers based on the validating step. The validating step may includes provision of trade-off questions to the consumer, reception of actual answers to the trade-off questions, prediction of consumer answers to the trade-off questions based on the preference information associated with the consumer and prediction of subgroup answers to the trade-off questions based on the preference information associated with the plurality of consumers. Moreover, the preference information may be mixed with the preference information associated with the plurality of consumers based on the actual answers, the predicted consumer answers and the predicted subgroup answers.

Claims

1. A computer-implemented method for calculating adjusted preference information, comprising:

storing, in a computer memory storage system and for a plurality of consumers, preference information related to different attributes of a type of product, the stored preference information for an individual consumer including numerical values that are reflective of the individual consumer'"'"'s preference for different attribute levels for the attributes of the type of product, and the plurality of consumers including a first consumer, a second consumer, and other consumers;

based on the stored preference information for the plurality of consumers dividing, using a processing device, the plurality of consumers into multiple different sub-groups of constituent members for whom similar preference information is determined to be stored in the computer memory storage system, each of the multiple different sub-groups including less than all of the plurality of consumers;

based on the preference information stored for the first consumer, generating, using a processing device, a first set of trade-off questions for the first consumer that solicit answers from the first consumer regarding choices between different attribute levels for attributes of the type of product;

providing the first set of trade-off questions to the first consumer;

predicting, using a processing device, the first consumer'"'"'s answers to the first set of trade-off questions;

receiving answers to the first set of trade-off questions from the first consumer;

comparing preference information stored for the first consumer to information that is reflective of the preferences of constituent members of at least some of the multiple sub-groups of consumers;

based on results of comparing the preference information stored for the first consumer to the information that is reflective of the preferences of constituent members of some of the multiple sub-groups of consumers, determining that the preference information stored for the first consumer is similar to preference information stored for constituent members of a first one of the multiple sub-groups of consumers;

selecting, using a processing device, the first sub-group of consumers from among the multiple sub-groups of consumers as a match for the first consumer based on having determined that the preference information stored for the first consumer is similar to preference information stored for constituent members of the first sub-group of consumers;

for at least one attribute level of a particular attribute of the type of product, calculating, using a processing device, an average value of the first sub-group'"'"'s preference for the at least one attribute level based on the stored values that are reflective of the first sub-group'"'"'s constituent members'"'"' preferences for the at least one attribute level;

based on the first consumer'"'"'s received answers to the first set of trade-off questions and the predicted answers to the first set of trade-off questions for the first consumer, determining, using a processing device, a first adjustment ratio for use in adjusting the stored value that is reflective of the first consumer'"'"'s preference for the at least one attribute level, the first adjustment ratio specifying proportions in which the stored value that is reflective of the first consumer'"'"'s preference for the at least one attribute level and the average value of the first sub-group'"'"'s preference for the at least one attribute level are to be combined to adjust the stored value that is reflective of the first consumer'"'"'s preference for the at least one attribute level;

adjusting, using a processing device, the stored value that is reflective of the first consumer'"'"'s preference for the at least one attribute level as a function of the determined first adjustment ratio and the average value of the first sub-group'"'"'s preference for the at least one attribute level by combining the stored value that is reflective of the first consumer'"'"'s preference for the at least one attribute level with the average value of the first sub-group'"'"'s preference for the at least one attribute level in the proportions for the stored value that is reflective of the first consumer'"'"'s preference for the at least one attribute level and the average value of the first sub-group'"'"'s preference for the at least one attribute level specified by the first adjustment ratio;

based on the preference information stored for the second consumer, generating, using a processing device, a second set of trade-off questions for the second consumer that solicit answers from the second consumer regarding choices between different attribute levels for attributes of the type of product;

providing the second set of trade-off questions to the second consumer;

predicting, using a processing device, the second consumer'"'"'s answers to the second set of trade-off questions;

receiving answers to the second set of trade-off questions from the second consumer;

comparing preference information stored for the second consumer to information that is reflective of the preferences of constituent members of at least some of the multiple sub-groups of consumers;

based on results of comparing the preference information stored for the second consumer to the information that is reflective of the preferences of constituent members of some of the multiple sub-groups of consumers, determining that the preference information stored for the second consumer is similar to preference information stored for constituent members of a second one of the multiple sub-groups of consumers;

selecting, using a processing device, the second sub-group of consumers from among the multiple sub-groups of consumers as a match for the second consumer based on having determined that the preference information stored for the second user is similar to preference information stored for constituent members of the second sub-group of consumers;

for the at least one attribute level, calculating, using a processing device, an average value of the second sub-group'"'"'s preference for the at least one attribute level based on the stored values that are reflective of the second sub-group'"'"'s constituent members'"'"' preferences for the at least one attribute level;

based on the second consumer'"'"'s received answers to the second set of trade-off questions and the predicted answers to the second set of trade-off questions for the second consumer, determining, using a processing device, a second adjustment ratio for use in adjusting the stored value that is reflective of the second consumer'"'"'s preference for the at least one attribute level, wherein the second adjustment ratio is different than the first adjustment ratio and specifies proportions in which the stored value that is reflective of the second consumer'"'"'s preference for the at least one attribute level and the average value of the second sub-group'"'"'s preference for the at least one attribute level are to be combined to adjust the stored value that is reflective of the second consumer'"'"'s preference for the at least one attribute level; and

adjusting, using a processing device, the stored value that is reflective of the second consumer'"'"'s preference for the at least one attribute level as a function of the determined second adjustment ratio and the average value of the second sub-group'"'"'s preference for the at least one attribute level by combining the stored value that is reflective of the second consumer'"'"'s preference for the at least one attribute level with the average value of the second sub-group'"'"'s preference for the at least one attribute level in the proportions for the stored value that is reflective of the second consumer'"'"'s preference for the at least one attribute level and the average value of the second sub-group'"'"'s preference for the at least one attribute level specified by the second adjustment ratio.

2. A method according to claim 1, wherein the preference information for the plurality of consumers includes normalized part worth values.

3. A method according to claim 2, wherein the preference for the plurality of consumers includes currency-normalized part worth values.

4. A method according to claim 1, wherein selecting the first sub-group of consumers includes selecting the first sub-group of consumers based on attribute levels identified as unacceptable by constituent members of the first sub-group of consumers.

5. A method according to claim 4, wherein the constituent members of the first sub-group of consumers identified similar attribute levels as unacceptable.

6. A method according to claim 1, wherein selecting the first sub-group of consumers includes selecting the first sub-group of consumers based on part worth values stored for constituent members of the first sub-group of consumers.

7. A method according to claim 6, wherein the constituent members of the first sub-group of consumers are associated with similar preference information.

8. A method according to claim 1, wherein dividing the plurality of consumers into sub-groups includes assigning consumers to sub-groups based on attribute levels that the consumers indicated as unacceptable.

9. A method according to claim 1 wherein dividing the plurality of consumers into sub-groups includes assigning consumers to sub-groups based on part worth values associated with the consumers.

10. A method according to claim 1, further comprising:

determining an offer to sell a product based on the mixed preference information.

11. A method according to claim 10, further comprising:

providing the offer to the consumer.

12. A method according to claim 1, wherein the first sub-group of consumers is identical to the second sub-group of consumers.

13. A method according to claim 1, wherein the first sub-group of consumers does not include any consumers belonging to the second sub-group of consumers.

14. A method according to claim 1, wherein one or more of the constituent members of the first sub-group of consumers are members of the second sub-group of consumers.

15. A method according to claim 1, wherein the plurality of consumers comprises a predetermined number of past consumers for whom preference information is stored.

16. A method according to claim 15, wherein the predetermined number of past consumers are determined based on a time at which preference information associated with each of the predetermined number of consumers was collected.

17. A method according to claim 1, wherein the plurality of consumers comprises all past consumers for whom preference information was collected during a particular time period.

18. A computer-implemented method for calculating adjusted preference information, comprising:

storing, in a computer memory storage system and for a plurality of consumers, preference information related to different attributes of a type of product, the stored preference information for an individual consumer including numerical values that are reflective of the individual consumer'"'"'s preference for different attribute levels for the attributes of the type of product, and the plurality of consumers including a particular consumer and other consumers;

based on the stored preference information for the plurality of consumers dividing, using a processing device, the plurality of consumers into multiple different sub-groups of constituent members for whom similar preference information is determined to be stored in the computer memory storage system, each of the multiple different sub-groups including less than all of the plurality of consumers;

based on the preference information stored for the particular consumer, generating, using a processing device, a set of trade-off questions for the particular consumer that solicit answers from the particular consumer regarding choices between different attribute levels for attributes of the type of product;

providing the set of trade-off questions to the particular consumer;

predicting, using a processing device, the particular consumer'"'"'s answers to the set of trade-off questions;

receiving answers to the set of trade-off questions from the particular consumer;

comparing preference information stored for the particular consumer to information that is reflective of the preferences of constituent members of at least some of the multiple sub-groups of consumers;

based on results of comparing the preference information stored for the particular consumer to information that is reflective of the preferences of constituent members of some of the multiple sub-groups of consumers, determining that the preference information stored for the particular consumer is similar to preference information stored for constituent members of a particular one of the multiple sub-groups of consumers;

selecting, using a processing device, the particular sub-group of consumers from among the multiple sub-groups of consumers as a match for the particular consumer based on having determined that the preference information stored for the particular consumer is similar to preference information stored for constituent members of the particular sub-group of consumers;

for at least one attribute level of a particular attribute of the type of product, calculating, using a processing device, an average value of the particular sub-group'"'"'s preference for the at least one attribute level based on the stored values that are reflective of the particular sub-group'"'"'s constituent members'"'"' preferences for the at least one attribute level;

based on the particular consumer'"'"'s received answers to the set of trade-off questions and the predicted answers to the set of trade-off questions for the particular consumer, determining, using a processing device, an adjustment ratio for use in adjusting the stored value that is reflective of the particular consumer'"'"'s preference for the at least one attribute level, the adjustment ratio specifying proportions in which the stored value that is reflective of the particular consumer'"'"'s preference for the at least one attribute level and the average value of the particular sub-group'"'"'s preference for the at least one attribute level are to be combined to adjust the stored value that is reflective of the particular consumer'"'"'s preference for the at least one attribute level; and

adjusting, using a processing device, the stored value that is reflective of the particular consumer'"'"'s preference for the at least one attribute level as a function of the determined adjustment ratio and the average value of the particular sub-group'"'"'s preference for the at least one attribute level by combining the stored value that is reflective of the particular consumer'"'"'s preference for the at least one attribute level with the average value of the particular sub-group'"'"'s preference for the at least one attribute level in the proportions for the stored value that is reflective of the particular consumer'"'"'s preference for the at least one attribute level and the average value of the particular sub-group'"'"'s preference for the at least one attribute level specified by the adjustment ratio.

19. A method according to claim 18, wherein selecting the particular sub-group of consumers includes selecting the particular sub-group of consumers based on attribute levels indicated as unacceptable by constituent members of the particular sub-group of consumers.

20. A method according to claim 19, wherein the constituent members of the particular sub-group of consumers identified similar attribute levels as unacceptable.

21. A method according to claim 18, wherein selecting the particular sub-group of consumers includes selecting the particular sub-group of consumers based on part worth values associated with each of the constituent members of the particular sub-group of consumers.

22. A method according to claim 21, wherein the constituent members of the particular sub-group of consumers are associated with similar part worth values.

23. A computer-implemented method for calculating adjusted consumer preference information, comprising:

receiving, for a plurality of consumers, preference information related to different attributes of a product, the received preference information for an individual consumer including numerical values that are reflective of the individual consumer'"'"'s preference for different attribute levels for the attributes of the type of product, and the plurality of consumers including a particular consumer and other consumers;

currency-normalizing the received preference information for the plurality of consumers;

storing, in a computer memory storage system, the currency-normalized preference information for the plurality of consumers;

based on the stored, currency-normalized preference information for the plurality of consumers, dividing, using a processing device, the plurality of consumers into multiple different sub-groups of constituent members for whom similar currency-normalized preference information is determined to be stored in the computer memory storage system, each of the multiple different sub-groups including less than all of the plurality of consumers;

based on the currency-normalized preference information stored for the particular consumer, generating, using a processing device, a set of trade-off questions for the particular consumer that solicit answers from the particular consumer regarding choices between different attribute levels for attributes of the type of product;

providing the set of trade-off questions to the particular consumer;

predicting, using a processing device, the particular consumer'"'"'s answers to the set of trade-off questions;

receiving answers to the set of trade-off questions from the particular consumer;

comparing currency-normalized preference information stored for the particular consumer to information that is reflective of the currency-normalized preferences of constituent members of at least some of the multiple sub-groups of consumers;

based on results of comparing the currency-normalized preference information stored for the particular consumer to information that is reflective of the currency-normalized preferences of constituent members of some of the multiple sub-groups of consumers, determining that the currency-normalized preference information stored for the particular consumer is similar to currency-normalized preference information stored for constituent members of a particular one of the multiple sub-groups of consumers;

selecting, using a processing device, the particular sub-group of consumers from among the multiple sub-groups of consumers as a match for the particular consumer based on having determined that the currency-normalized preference information stored for the particular consumer is similar to currency-normalized preference information stored for constituent members of the particular sub-group of consumers;

for at least one attribute level of a particular attribute of the type of product, calculating, using a processing device, an average value of the particular sub-group'"'"'s currency-normalized preference for the at least one attribute level based on the stored currency-normalized values that are reflective of the particular sub-group'"'"'s constituent members'"'"' currency-normalized preferences for the at least one attribute level;

based on the particular consumer'"'"'s received answers to the set of trade-off questions and the predicted answers to the set of trade-off questions for the particular consumer, determining, using a processing device, an adjustment ratio for use in adjusting the currency-normalized stored value that is reflective of the particular consumer'"'"'s currency-normalized preference for the at least one attribute level, the adjustment ratio specifying proportions in which the currency-normalized stored value that is reflective of the particular consumer'"'"'s currency-normalized preference for the at least one attribute level and the average value of the particular sub-group'"'"'s currency-normalized preference for the at least one attribute level are to be combined to adjust the currency-normalized stored value that is reflective of the particular consumer'"'"'s preference for the at least one attribute level; and

adjusting, using a processing device, the stored currency-normalized value that is reflective of the particular consumer'"'"'s currency-normalized preference for the at least one attribute level as a function of the determined adjustment ratio and the average value of the particular sub-group'"'"'s currency-normalized preference for the at least one attribute level by combining the currency-normalized stored value that is reflective of the particular consumer'"'"'s currency-normalized preference for the at least one attribute level with the average value of the particular sub-group'"'"'s currency-normalized preference for the at least one attribute level in the proportions for the currency-normalized stored value that is reflective of the particular consumer'"'"'s currency-normalized preference for the at least one attribute level and the average value of the particular sub-group'"'"'s currency-normalized preference for the at least one attribute level specified by the adjustment ratio.

24. A method according to claim 23, further comprising:

providing an offer based on the currency-normalized information.

25. A method according to claim 24, further comprising:

providing the offer to the consumer.

26. A computer-readable medium storing instructions that, when executed by a processor, cause the processor to:

store, for a plurality of consumers, preference information related to different attributes of a type of product, the stored preference information for an individual consumer including numerical values that are reflective of the individual consumer'"'"'s preference for different attribute levels for the attributes of the type of product, and the plurality of consumers including a first consumer, a second consumer, and other consumers;

based on the stored preference information for the plurality of consumers, divide the plurality of consumers into multiple different sub-groups of constituent members for whom similar preference information is determined to be stored, each of the multiple different sub-groups including less than all of the plurality of consumers;

generate, based on the preference information stored for the first consumer, a first set of trade-off questions for the first consumer that solicit answers from the first consumer regarding choices between different attribute levels for attributes of the type of product;

provide the first set of trade-off questions to the first consumer;

predict the first consumer'"'"'s answers to the first set of trade-off questions;

receive answers to the first set of trade-off questions from the first consumer;

compare preference information stored for the first consumer to information that is reflective of the preferences of constituent members of at least some of the multiple sub-groups of consumers;

based on results of comparing the preference information stored for the first consumer to the information that is reflective of the preferences of constituent members of some of the multiple sub-groups of consumers, determine that the preference information stored for the first consumer is similar to preference information stored for constituent members of a first one of the multiple sub-groups of consumers;

select, from among the multiple sub-groups of consumers, the first sub-group of consumers as a match for the first consumer based on having determined that the preference information for the first consumer is similar to preference information stored for constituent members of the first sub-group of consumers;

calculate, for at least one attribute level of a particular attribute of the type of product, an average value of the first sub-group'"'"'s preference for the at least one attribute level based on the stored values that are reflective of the first sub-group'"'"'s constituent members'"'"' preferences for the at least one attribute level;

determine, based on the first consumer'"'"'s received answers to the first set of trade-off questions and the predicted answers to the first set of trade-off questions for the first consumer, a first adjustment ratio for use in adjusting the stored value that is reflective of the first consumer'"'"'s preference for the at least one attribute level, the first adjustment ratio specifying proportions in which the stored value that is reflective of the first consumer'"'"'s preference for the at least one attribute level and the average value of the first sub-group preference for the at least one attribute level are to be combined to adjust the stored value that is reflective of the first consumer'"'"'s preference for the at least one attribute level;

adjust the stored value that is reflective of the first consumer'"'"'s preference for the at least one attribute level as a function of the determined first adjustment ratio and the average value of the first sub-group'"'"'s preference for the at least one attribute level by combining the stored value that is reflective of the first consumer'"'"'s preference for the at least one attribute level with the average value of the first sub-group'"'"'s preference for the at least one attribute level in the proportions for the stored value that is reflective of the first consumer'"'"'s preference for the at least one attribute level and the average value of the first sub-group'"'"'s preference for the at least one attribute level specified by the first adjustment ratio;

based on the preference information stored for the second consumer, generate a second set of trade-off questions for the second consumer that solicit answers from the second consumer regarding choices between different attribute levels for attributes of the type of product;

provide the second set of trade-off questions to the second consumer;

predict the second consumer'"'"'s answers to the second set of trade-off questions;

receive answers to the second set of trade-off questions from the second consumer;

compare preference information stored for the second consumer to information that is reflective of the preferences of constituent members of at least some of the multiple sub-groups of consumers,

based on results of comparing the preference information stored for the second consumer to information that is reflective of the preferences of constituent members of some of the multiple sub-groups of consumers, determine that the preference information stored for the second consumer is similar to preference information stored for constituent members of a second one of the multiple sub-groups of consumers;

select, from among the multiple sub-groups of consumers, the second sub-group of consumers as a match for the second consumer based on having determined that the preference information stored for the second consumer is similar to the preference information stored for constituent members of the second sub-group of consumers;

calculate, for the at least one attribute level, an average value of the second sub-group'"'"'s preference for the at least one attribute level based on the stored values that are reflective of the second sub-group'"'"'s constituent members'"'"' preferences for the at least one attribute level;

determine, based on the second consumer'"'"'s received answers to the second set of trade-off questions and the predicted answers to the second set of trade-off questions for the second consumer, a second adjustment ratio for use in adjusting the stored value that is reflective of the second consumer'"'"'s preference for the at least one attribute level, wherein the second adjustment ratio is different than the first adjustment ratio and specifies proportions in which the stored value that is reflective of the second consumer'"'"'s preference for the at least one attribute level and the average value of the second sub-group'"'"'s preference for the at least one attribute level are to be combined to adjust the stored value that is reflective of the second consumer'"'"'s preference for the at least one attribute level; and

adjust the stored value that is reflective of the second consumer'"'"'s preference for the at least one attribute level as a function of the determined second adjustment factor and the average value of the second sub-group'"'"'s preference for the at least one attribute level by combining the stored value that is reflective of the second consumer'"'"'s preference for the at least one attribute level with the average value of the second sub-group'"'"'s preference for the at least one attribute level in the proportions for the stored value that is reflective of the second consumer'"'"'s preference for the at least one attribute level and the average value of the second sub-group'"'"'s preference for the at least one attribute level specified by the second adjustment ratio.

27. A computer-readable medium according to claim 26, wherein the preference information for the plurality of consumers comprise normalized part worth values.

28. A computer-readable medium according to claim 27, wherein the preference information for the plurality of consumers comprise currency-normalized part worth values.

29. A computer-readable medium according to claim 26, wherein the instructions that, when executed by a processor, cause the processor to select the first sub-group of consumers include instructions that, when executed by a processor, cause the processor to select the first sub-group of consumers based on attribute levels identified as unacceptable by each of the constituent members of the first sub-group of consumers.

30. A computer-readable medium according to claim 29, wherein the constituent members of the first sub-group of consumers identified similar attribute levels as unacceptable.

31. A computer-readable medium according to claim 26, wherein the instructions that, when executed by a processor, cause the processor to select the first sub-group of consumers include instructions that, when executed by a processor, cause the processor to select the first sub-group of consumers based on part worth values associated with each of the constituent members of the first sub-group of consumers.

32. A computer-readable medium according to claim 31, wherein the constituent members of the first sub-group of consumers are associated with similar preference information.

33. A computer-readable medium according to claim 26, wherein the instructions that, when executed by a processor, cause the processor to divide the plurality of consumers into multiple different sub-groups include instructions that, when executed by a processor, cause the processor to assign consumers to sub-groups based on attribute levels that the consumers indicated as unacceptable.

34. A computer-readable medium according to claim 26, wherein the instructions that, when executed by a processor, cause the processor to divide the plurality of consumers into multiple different sub-groups include instructions that, when executed by a processor, cause the processor to assign consumers to sub-groups based on part worth values associated with the consumers.

35. A computer-readable medium according to claim 26, the computer-readable medium further storing instructions that, when executed by a processor, cause the processor to:

determine an offer to sell a product based on the mixed preference information.

36. A computer-readable medium according to claim 35, the computer-readable medium further storing instructions that when executed by a processor, cause the processor to:

provide the offer to the consumer.

37. A computer-readable medium according to claim 26, wherein the first sub-group of consumers is identical to the second sub-group of consumers.

38. A computer-readable medium according to claim 26, wherein the first sub-group of consumers does not include any consumers belonging to the second sub-group of consumers.

39. A computer-readable medium according to claim 26, wherein one or more of the constituent members of the first sub-group of consumers belong to the second sub-group of consumers.

40. A computer-readable medium according to claim 26, wherein the plurality of consumers comprises a predetermined number of past consumers for whom preference information is stored.

41. A computer-readable medium according to claim 40, wherein the predetermined number of past consumers are determined based on a time at which preference information associated with each of the predetermined number of consumers was collected.

42. A computer-readable medium according to claim 26, wherein the plurality of consumers comprises all past consumers for whom preference information was collected during a particular time period.

43. A computer-readable medium storing instructions that, when executed by a processor, cause the processor to:

store, for a plurality of consumers, preference information related to different attributes of a type of product, the stored preference information for an individual consumer including numerical values that are reflective of the individual consumer'"'"'s preference for different attribute levels for the attributes of the type of product, and the plurality of consumers including a particular consumer and other consumers;

based on the stored preference information for the plurality of consumers, divide the plurality of consumers into multiple different sub-groups of constituent members for whom similar preference information is determined to be stored, each of the multiple different sub-groups including less than all of the plurality of consumers;

based on the preference information stored for the particular consumer, generate a set of trade-off questions for the particular consumer that solicit answers from the particular consumer regarding choices between different attribute levels for attributes of the type of product;

provide the set of trade-off questions to the particular consumer;

predict the particular consumer'"'"'s answers to the set of trade-off questions;

receive answers to the set of trade-off questions from the particular consumer;

compare preference information stored for the particular consumer to information that is reflective of the preferences of constituent members of at least some of the multiple sub-groups of consumers;

based on results of comparing the preference information stored for the particular consumer to the information that is reflective of the preferences of constituent members of some of the multiple sub-groups of consumers, determine that the preference information stored for the particular consumer is similar to preference information stored for constituent members of a particular one of the multiple sub-groups of consumers;

select, from among the multiple sub-groups of consumers, the particular sub-group of consumers as a match for the particular consumer based on having determined that the preference information stored for the particular consumer is similar to preference information stored for constituent members of the particular sub-group of consumers;

calculate, for at least one attribute level of a particular attribute of the type of product, an average value of the particular sub-group'"'"'s preference for the at least one attribute level based on the stored values that are reflective of the particular sub-group'"'"'s constituent members'"'"' preferences for the at least one attribute level;

based on the particular consumer'"'"'s received answers to the set of trade-off questions and the predicted answers to the set of trade-off questions for the particular consumer, determine an adjustment ratio for use in adjusting the stored value that is reflective of the particular consumer'"'"'s preference for the at least one attribute level, the adjustment ratio specifying proportions in which the stored value that is reflective of the particular consumer'"'"'s preference for the at least one attribute level and the average value of the particular sub-group'"'"'s preference for the at least one attribute level are to be combined to adjust the stored value that is reflective of the particular consumer'"'"'s preference for the at least one attribute level; and

adjust the stored value that is reflective of the particular consumer'"'"'s preference for the at least one attribute level as a function of the determined adjustment ratio and the average value of the particular sub-group'"'"'s preference for the at least one attribute level by combining the stored value that is reflective of the particular consumer'"'"'s preference for the at least one attribute level with the average value of the particular sub-group'"'"'s preference for the at least one attribute level in the proportions for the stored value that is reflective of the particular consumer'"'"'s preference for the at least one attribute level and the average value of the particular sub-group'"'"'s preference for the at least one attribute level specified by the adjustment ratio.

44. A computer-readable medium according to claim 43, wherein the instructions that, when executed by a processor, cause the processor to select the particular sub-group of consumers include instructions that, when executed by a processor, cause a processor to select the particular sub-group of consumers based on attribute levels indicated as unacceptable by each constituent member of the particular sub-group of consumers.

45. A computer-readable medium according to claim 44, wherein the constituent members of the particular sub-group of consumers identified similar attribute levels as unacceptable.

46. A computer-readable medium according to claim 43, wherein the instructions that, when executed by a processor, cause the processor to select the particular sub-group of consumers include instructions that, when executed by a processor, cause the processor to select the particular sub-group of consumers based on part worth values associated with each of the constituent members of the particular sub-group of consumers.

47. A computer-readable medium according to claim 46, wherein the constituent members of the particular sub-group of consumers are associated with similar part worth values.

48. A computer-readable medium storing instructions that, when executed by a processor, cause the processor to:

receive, for a plurality of consumers, preference information related to different attributes of a product, the received preference information for an individual consumer including numerical values that are reflective of the individual consumer'"'"'s preference for different attribute levels for the attributes of the type of product, and the plurality of consumers including a particular consumer and other consumers;

currency-normalize the received preference information for the plurality of consumers;

store the currency-normalized preference information for the plurality of consumers;

based on the stored, currency-normalized preference information for the plurality of consumers, divide the plurality of consumers into multiple different sub-groups of constituent members for whom similar currency-normalized preference information is determined to be stored, each of the multiple different sub-groups including less than all of the plurality of consumers;

generate, based on the currency-normalized preference information stored for the particular consumer, a set of trade-off questions for the particular consumer that solicit answers from the particular consumer regarding choices between different attribute levels for attributes of the type of product;

provide the set of trade-off questions to the particular consumer;

predict the particular consumer'"'"'s answers to the set of trade-off questions;

receive answers to the set of trade-off questions from the particular consumer;

compare currency-normalized preference information stored for the particular consumer to information that is reflective of the currency-normalized preferences of constituent members of at least some of the multiple sub-groups of consumers;

based on results of comparing the currency-normalized preference information stored for the particular consumer to the information that is reflective of the currency-normalized preferences of constituent members of some of the multiple sub-groups of consumers, determine that the currency-normalized preference information stored for the particular consumer is similar to currency-normalized preference information stored for constituent members of a particular one of the multiple sub-groups of consumers;

select, from among the multiple sub-groups of consumers, the particular sub-group of consumers as a match for the particular consumer based on having determined that the currency-normalized preference information stored for the particular consumer is similar to currency-normalized preference information stored for constituent members of the particular sub-group of consumers;

calculate, for at least one attribute level of a particular attribute of the type of product, an average value of the particular sub-group'"'"'s currency-normalized preference for the at least one attribute level based on the stored currency-normalized values that are reflective of the particular sub-group'"'"'s constituent members'"'"' currency-normalized preferences for the at least one attribute level;

determine, based on the particular consumer'"'"'s received answers to the set of trade-off questions and the predicted answers to the set of trade-off questions for the particular consumer, an adjustment ratio for use in adjusting the currency-normalized stored value that is reflective of the particular consumer'"'"'s currency-normalized preference for the at least one attribute level, the adjustment ratio specifying proportions in which the currency-normalized stored value that is reflective of the particular consumer'"'"'s currency-normalized preference for the at least one attribute level and the average value of the particular sub-group'"'"'s currency-normalized preference for the at least one attribute level are to be combined to adjust the currency-normalized stored value that is reflective of the particular consumer'"'"'s currency-normalized preference for the at least one attribute level; and

adjust the stored currency-normalized value that is reflective of the particular consumer'"'"'s currency-normalized preference for the at least one attribute level as a function of the determined adjustment ratio and the currency-normalized value of the particular sub-group'"'"'s currency-normalized preference for the at least one attribute level by combining the currency-normalized stored value that is reflective of the particular consumer'"'"'s currency-normalized preference for the at least one attribute level with the average value of the particular sub-group'"'"'s currency-normalized preference for the at least one attribute level in the proportions for the currency-normalized stored value that is reflective of the particular consumer'"'"'s currency-normalized preference for the at least one attribute level and the average value of the particular sub-group'"'"'s currency-normalized preference for the at least one attribute level specified by the adjustment ratio.

49. A computer-readable medium according to claim 48, the computer-readable medium further storing instructions that, when executed by a processor, cause the processor to:

provide an offer based on the currency-normalized information.

50. A computer-readable medium according to claim 49, the computer-readable medium further storing instructions that, when executed by a processor, cause the processor to:

provide the offer to the consumer.