Discrete choice is a market research technique that allows respondents to choose between different hypothetical options. It is often used to study consumer preferences. Discrete choice experiments typically involve presenting respondents with a series of choices between two or more products or services, and asking them to select the option they would be most likely to purchase. The exercise is repeated with different scenarios offered. The resulting data can provide valuable insights into what factors influence consumer decisions. In recent years, discrete choice has become increasingly popular as a tool for market research. As marketplaces become more complex and consumers have more options to choose from, understanding consumer preferences is essential for any business that wants to succeed. While discrete choice may not be the only market research technique available, it is certainly one of the most powerful.