Discrete Choice Modelling for eCooking Preferences
Overview
MECS is commissioning market research to better understand which features of eCooking appliances are most valued by users in the Global South. This will inform manufacturers and developers on how to better tailor product offerings to real household needs. The project will use Discrete Choice Modelling (DCM), also known as conjoint analysis.
Scope of Work
The selected consultant or organization will:
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Conduct a DCM study with 200 participants in one of the target countries.
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Adapt the survey to local language and context, including image/icon adjustments.
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Help identify and recruit eligible participants (primary household cooks using appliances like EPCs, induction stoves, rice cookers, etc.).
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Conduct data collection using digital platforms.
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Provide translation where applicable and clean all collected data.
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Submit a final report summarizing outcomes and observations.
16 appliance attributes (e.g., price, safety, automation, cultural compatibility, etc.) will be tested through DCM choice cards.
Data analysis will be handled by MECS after the data collection phase.
Timeline & Deliverables
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Start Date: No later than 1 September 2025
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End Date: All deliverables due by 15 December 2025
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Payment Schedule:
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40% upon contract signing
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20% upon cultural adaptation
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20% upon submission of survey data
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20% upon final report submission
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Evaluation Criteria
Proposals will be assessed based on:
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Understanding of the task (10%)
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Proposal quality (40%)
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Relevant experience and team qualifications (20%)
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Activity management plan (5%)
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Budget and value for money (25%)
Shortlisted candidates may be invited for an online interview.
How to Apply
Please submit:
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A proposal (max 12 pages)
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Up to 3 CVs (max 2 pages each)
Send by email to mecs@lboro.ac.uk with the subject: “DCM to identify user preferences”
Deadline: Wednesday, 30 July 2025, 23:55 British Summer Time (BST)
Late submissions will not be considered.
Ethics
The study must adhere to the UK Research Integrity Office (UKRIO) Code of Practice. All research must protect participant safety, anonymity, and informed consent. Researchers are responsible for securing local ethical approvals where necessary.
More Info: View full Terms of Reference (PDF)
