This volume reflects the proceedings of the twelfth Sawtooth Software Conference, held in Delray Beach, Florida, March 29-31, 2006. This conference was our most successful in terms of attendance in quite some while, drawing 170 participants to the beautiful beachside Delray Beach Marriott hotel.
The focus of this conference continues to be quantitative methods in marketing research. The authors were charged with delivering presentations of value to both the most and least sophisticated members of the audience. Topics included conjoint/choice analysis, market segmentation, MaxDiff, general web interviewing, agent-based simulation, customer satisfaction, brand image research, and “build your own” choice tasks.
The authors also served as discussants to other papers delivered at the conference. These discussants spoke for about five minutes to express contrasting or complementary views. This year, we urged the discussants to put even more emphasis on a thoughtful critique of the papers, and we think that the commentary achieved a higher level than in past conferences. A few of the discussants have prepared written versions of their comments for this volume.
The papers and discussant comments are in the words of the authors, with generally very little copy editing performed. We express our gratitude to these authors for continuing to make this conference one of the most useful and practical quantitative methods conferences in the industry.