Congratulations to Eric Bahna and Chris Chapman of Google Cloud who were awarded best presentation at the 2018 Sawtooth Software Conference in Orlando, Florida! Eric and Chris used best-worst scaling to help them learn what is important to customers (among 30 items) for product development related to Google Cloud. Their winning presentation was entitled, “Constructed, Augmented MaxDiff.”
Eric and Chris showed how using an adaptive form of best-worst scaling (MaxDiff) made their survey more relevant and shorter for respondents. Items that respondents initially rated as relevant and important were carried forward to their individualized MaxDiff questions. Eric and Chris showed R code for estimating aggregate logit and HB solutions, though Sawtooth Software’s standalone latent class or HB software could also be used. Their paper will eventually be published on our website in the conference proceedings, so the entire research community will have access to their material.
It comes as no surprise to us here at Sawtooth Software that their presentation was voted best by the audience. Eric and Chris are excellent presenters and best-worst scaling for the screening and prioritization of product development features/ideas is a hot area. We too use MaxDiff with our own customers and have evaluated over 40 possible product enhancements a few years running. Our customers break nicely into two latent class segments: those mainly interested in conjoint/MaxDiff enhancements and those mainly interested in improvements to our general survey capabilities. For the first group, the highest scoring item last year involved “constructed lists for MaxDiff,” similar to Eric and Chris’ award-winning presentation. We’re planning on accomplishing that in a future version of Lighthouse Studio. So, thanks for the customer feedback and direction.