everal key challenges complicate this:
These are key issues with ~traditional econometric (IO and quant. marketing) methods.
Field experiments (supermarket-level or at school cafeterias etc.) have less of an endogeneity issue, but some of these issues are still present (e.g., short term vs long term), and these are hard to implement at scale and cleanly, and have issues of their own (see the notes/discussion, and sketch these).
Hypothetical and small-value choice experiments and hypothetical discrete choice surveys have other important limitations (mention these, from the sources and discussion).