This 1975 paper marked the launch onto the European market research scene of both the trade-off method of estimating consumer values and also Micro-Behavioural Modelling (MBM) more generally. Both approaches aroused controversy at the time. But they were widely regarded as innovatory, and the paper was awarded the Society's Gold Medal. Revisiting the paper 21 years on was an encouraging experience. Along with the two associated publications in European Research (see references), it provides a cogent exposition of the authors' early work on trade-off and remains a useful introduction to the MBM approach.
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