Choice modelling with search and sort data from an interactive choice experiment

•An interactive choice experiment aids in the recovery of preference heterogeneity.•Sort and search tools allow choice alternatives to be reordered and eliminated.•A sort on price implies greater price sensitivity.•A search on an attribute may imply greater sensitivity to the attribute.•A search on an attribute may imply lesser price sensitivity.

We present a highly structured, online, interactive choice environment containing a large number of alternatives, a search tool that eliminates alternatives that fail specified criteria, and a sort tool. A conceptual framework is developed that links tool usage and preference heterogeneity, and tested in the context of long-haul flight choice. Individuals who sort on price are more price sensitive; individuals who search on certain attributes have a greater marginal (dis)utility for that attribute; and individuals who perform certain non-price searches have a lesser price disutility. The method shows promise as a means for providing a richer picture of preference heterogeneity.