Sawtooth Software: The Survey Software of Choice

Item Scaling

As researchers, we're constantly being asked to measure things, such as brand preference, the importance of product features, the benefits of a variety of job-related factors, the impact of product packaging, etc. Sawtooth Software has developed a powerful system for scaling such items, called MaxDiff (Maximum Difference Scaling).

MaxDiff is a simple technique to use (easier than conjoint analysis). It creates questionnaires wherein respondents trade off the different items. The end result is a set of scores that prioritize your items on a 0 to 100 scale. The reason MaxDiff is becoming so popular is that the scores are more discriminating, are free from scale-use bias, and have greater validity than traditional rating scales.

Lighthouse Studio

Lighthouse Studio is our flagship software for producing and analyzing online and offline surveys. It contains modules for general interviewing, choice-based conjoint, adaptive choice-based conjoint, adaptive choice analysis, choice-value analysis, and maxdiff exercises.

Try Lighthouse Studio

  Buy Lighthouse Studio