Systems and methods for choice experiments to model user behavior are disclosed. Choice experiment surveys require respondents to choose by performing trade-offs between combinations of features included in alternatives under consideration. Users specify constraints and an attribute space of features to investigate, and generate candidate experimental designs based on the constraints and attributes. Users select an optimum design tailored to the problem to be solved, instead of having to modify their problem to match a known experimental design. An online survey assembly module generates survey templates used by a data collection and sampling unit to display treatments to survey respondents. A model generation module analysis the collected data, and a model explorer module enables exploration of results. The system has the advantage of making choice modelling accessible to a wider range of users, and enables considerable freedom and scope to investigate problems of specific interest.