Abstract: A method for conducting consumer research includes steps of: designing efficient consumer studies to collect data suitable for reliable mathematical modeling of consumer behavior in a consumer product category. building reliable Bayesian (belief) network models (BBN) based upon direct consumer responses to the survey, upon unmeasured factor variables derived from the consumer survey responses, and upon expert knowledge about the product category and consumer behavior within the category. using the BBN to identify and quantify the primary drivers of key responses within the consumer survey responses (such as, but not limited to, rating, satisfaction, purchase intent. and using the BBN to identify and quantify the impact of changes to the product concept marketing message and/or product design on consumer behavior.