CenSoC (Centre for the Study of Choice) provides practical insights, utilising evidence-based research, for industries to better understand and predict individual and group decisions; made by mangers, organisations and consumers. 

To lead the Centre, UTS has established a board and executives from 3 cross-disciplinary areas. 

Jordan Louviere the Managing Director of CenSoC and a Professor of Marketing, a leader in choice experimentation and pioneer of Max/Diff.  Michael Keane, a CenSoC Director, Professor of Economics & Marketing, and UTS’ 1st Federation Fellow is an expert in dynamic choice modelling and labour economics, and a pioneer in the area of estimating choice models with multiple alternatives.  Deborah Street, a CenSoC Director and Professor of Mathematics (statistics), is a leading optimal design theorist.

CenSoC has demonstrated its capability in delivering research outcomes to a range of organizations.

Current research projects include:

• Rural Choice – rural consumer behaviour patterns
• Wine Choice - consumer preference where consumers are new to product
• Recreational Choice – angler preference as a guide to government investments 

Government:

• Venue/facility usage and optimisation
• Valuation of environmental trade-offs
• Healthcare and health insurance choices
• Space & aviation:
• New demand for new airplanes and space tourism

IT & Telecommunications:

• Demand for new features of technological products

Food, beverage & agribusiness:

• New and existing product, optimal positioning Likely consumer responses to changes in existing products to provide insights for optimal product positioning
• Modelling consumer choices to identify optimal product offerings

Plus cross industry applications in:

• Human resource (HR) management – employee attraction and retention
• New product development (NPD)
• Impact of business decisions on brand equity
• Consumer preference as part of business planning

CenSoC has the resources and expertise to deliver contract research (grants), consulting, and professional development to organisations that aim to utilise the science of consumer preferences in their business planning and decision making.