Sawtooth Software: The Survey Software of Choice

These proceedings are a written report of the nineteenth Sawtooth Software Conference, held in Park City, Utah, September 27–30, 2016. One-hundred fifty attendees participated.

The focus of the Sawtooth Software Conference continues to be quantitative methods in marketing research. The authors were charged with delivering presentations of value to both the most sophisticated and least sophisticated attendees. Topics included optimizing the design and craft of choice/conjoint analysis, surveying on mobile platforms, MaxDiff, market segmentation and classification, use of covariates in HB, and advances in market simulations.

The papers and discussant comments are in the words of the authors and very little copyediting was performed. At the end of each of the papers are photographs of the authors and co-authors. We appreciate their cooperation for these photos! It lends a personal touch and makes it easier for readers to recognize and greet them at the next conference.

We are grateful to these authors for continuing to make this conference such a valuable event. We feel that the Sawtooth Software conference fulfills a multi-part mission:

  1. It advances our collective knowledge and skills,
  2. Independent authors regularly challenge the existing assumptions, research methods, and our software,
  3. It provides an opportunity for the group to renew friendships and network.

We are also especially grateful to the efforts of our steering committee who for many years have helped this conference be such a success: Christopher Chapman, Keith Chrzan, Ken Deal, Joel Huber, and David Lyon.

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