The survey was conducted using adaptive choice-based conjoint
analysis. Adaptive choice-based conjoint analysis surveys have
near-orthogonal designs (Orme, 2009a) and operate with four sec-
tions: In the first section of the online interview, the respondent an-
swers a “Build Your Own” (BYO) question to introduce the attributes
and levels, as well as to let the respondent indicate the preferred
level for each attribute. In the second section of the interview, the re-
spondent answers screening questions, where 3 product concepts
are shown at a time. In the screening section, the respondent is not