Annabelle Koch

Annabelle Koch is pursuing her master’s degree in business administration at
Justus-Liebig-University Giessen, Germany. Her academic focus lies in the
domain of Technology, Innovation, and Entrepreneurship.

In her master´s thesis, Annabelle aims to better understand the value users
assign to generative AI (GenAI) capabilities. Her study employs metric conjoint
analysis to deconstruct user preferences and estimate willingness to pay for
various GenAI attributes in the context of knowledge-based work. By presenting
participants with realistic trade-off scenarios, this method captures how
individuals prioritize different attributes when choosing GenAI-enabled services.
Furthermore, to explain heterogeneity in preferences, she conducts a postexperimental study to investigate how individual characteristics influence users´
perception of trade-offs between GenAI features. This will allow segmentation of
users based on behavioral profiles, generating actionable insights for product
development and venture strategy.