Sawtooth Software: The Survey Software of Choice

A Video Introduction to the Choice Simulator

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On the Effect of None Position for CBC Studies

In December 2018 we fielded a CBC study using Lighthouse Studio, collecting 201 respondent records via Amazon’s Mechanical Turk panel.  The subject matter was restaurant choice and we used a screener question to qualify respondents who ate at restaurants at least once per month.  We were interested in whether placing the None concept as the right-hand concept vs. placing it as a concept along the bottom of the task would affect the frequency of None usage.  We found that the placement of the None concept did not lead to a statistically significant difference in the None usage.

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Conference 2019 Mark Your Calendars

Don't miss this marketing sciences/insights conference! 175 to 250 attendees expected, and this program comes around only every 18 months. The focus will be on conjoint/choice/MaxDiff analytics and market segmentation.

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Multi-Objective Searches in Conjoint Analysis: An Intuitive Explanation

Bryan Orme, President of Sawtooth Software, just released a new technical paper called, "Multi-Objective Searches in Conjoint Analysis: An Intuitive Explanation". If you are familiar with market simulators for conjoint analysis and product search optimization, then this paper will build on that knowledge and explain how to find solutions that optimize the trade-off among multiple objectives like share and profit, allowing you to focus on solutions that can satisfy multiple goals.  

Watch Our Cool New BWS (MaxDiff) Video

At the 2018 Sawtooth Software Conference, we premiered "What Can MaxDiff Best-Worst Scaling Do For You?" a video that explain the MaxDiff technique in a fun and easy-to-understand manner. To watch the three-minute video, please visit this link: