Sawtooth Software 2020 European Conference | Virtual Attendance  | September 22–25
Early-bird pricing ends August 22!

Sawtooth Software Conference 2007

We are pleased to announce the program for the 2007 Sawtooth Software Conference, to be held in Santa Rosa, California, October 17-19, 2007. Optional workshops and four-hour tutorials will be offered on October 15-16, leading into the conference. Our conferences are well-known for their practical focus, friendly environment, accessible presentations, and excellent food. They are not sales events for our software, but forums for discussing a variety of issues related to conjoint/choice analysis, computer/web interviewing, and other quantitative methods. To register for the conference, or to view more details (including abstracts), please visit The conference registration is only $850 for the 2.5-day event ($1,000 if payment not received before Aug 15).

Optional Half-Day Tutorials
(Tuesday, Oct 16, 2007)

These four-hour tutorials provide an opportunity for more in-depth training. The cost is $195 for one tutorial or $350 for two tutorials if payment received prior to Aug 15 (add $25 each after Aug 15).

If attending only the tutorials (not the regular conference), tutorials are $395 for one tutorial or $550 for two tutorials if payment received prior to Aug 15 (add $25 each after Aug 15).


  • Research for Solid Pricing Decisions – David Lyon, Aurora Market Modeling
  • Design Considerations for CBC Studies – Jon Pinnell, MarketVision Research
  • Advanced CBC/Web Applications for Power Users – Bryan Orme, Sawtooth Software


  • Research for Solid Pricing Decisions (repeat session) – David Lyon, Aurora Market Modeling
  • Design Considerations for CBC Studies (repeat session) – Jon Pinnell, MarketVision Research
  • Power Tricks for Experienced SSI Web Users – Justin Luster, Dave Squire, and Aaron Hill
  • Introduction to Market Simulations for Conjoint Analysis – Bryan Orme, Sawtooth Software

Conference Orientation Session
(Tuesday, Oct 16, 2007, 5:45-6:30PM)

Get the most of your conference experience by attending an orientation session chaired by the steering committee. The committee will discuss background information regarding many of the conference papers. Why is the topic important? What are the key issues? What prior research has been presented on the same topic?

Opening Reception
(Tuesday, Oct 16, 2007, 6:30-9:30 PM)

Kick off the conference with a full dinner spread! The Sawtooth Software conferences are known for their excellent food and friendly atmosphere.

Preliminary Program Outline:

Wednesday, Oct 17

  • The Weakest Link: A Cognitive Approach to Improving Survey Data Quality – David G. Bakken, Harris Interactive
  • Evaluating Financial Deals Using a Holistic Decision Modeling Approach – Don Peterson, Matthew Siegel, and Paul Venditti, General Electric


  • Issues and Cases in User Research for Technology Firms – Edwin Love, University of Washington School of Business and Christopher N. Chapman, Microsoft Corporation
  • Minimizing Promises and Fears: Defining the Decision Space for Conjoint Research for Employee versus Customers – L. Allen Slade, Covenant College
  • Conjoint Adaptive Ranking Database System (CARDS) – Ely Dahan, UCLA Anderson School


  • Two-Stage Models: Identifying Non-compensatory Heuristics for the Consideration Set then Adaptive Polyhedral Methods within the Consideration Set – Steven Gaskin, Applied Marketing Science, Inc. and John R. Hauser, MIT
  • A New Approach to ACBC – Rich Johnson and Bryan Orme, Sawtooth Software


  • Hierarchical Bayesian Analysis for Multi-Format Adaptive CBC – Thomas Otter, Ohio State University
  • EM CBC: A New Framework for Deriving Individual Conjoint Utilities by Estimating Responses to Unobserved Tasks via Expectation-Maximization – Kevin Lattery, Maritz Research
  • Removing the Scale Factor Confound in Multinomial Logit Choice Models to Obtain Better Estimates of Preference – Jay Magidson, Statistical Innovations and Jeroen K. Vermunt, Tilburg University

Thursday, Oct 18

  • Empirical Tests of Seven Brand Image Scaling Techniques – Keith Chrzan and Doug Malcom, Maritz Research
  • Alternative Approaches to MaxDiff with Large Sets of Disparate Items – Phil Hendrix, immr and Stuart Drucker, Drucker Analytics


  • Segmentation Using Choice Model Optimization – Chris Diener, Lieberman Research Worldwide
  • Joint Segmenting Consumers Using Both Behavioral and Attitudinal Data – Luiz Sá Lucas, IDS Market Analysis


  • America’s Social Network: Mapping Consumers’ Connection with Cultural Icons – Patrick Moriarty, Scott Porter, OTX Research and John Fiedler, 12 Americans
  • Cluster Ensemble Analysis and Graphical Depiction of Cluster Partitions – Joseph Retzer and Ming Shan, Maritz Research
  • Do Depressive Disorders Influence Performance on Discrete Choice Conjoint Experiments? – Charles E. Cunningham, Heather Rimas, and Ken Deal, McMaster University


  • Determining Product Line Pricing by Combining Choice Based Conjoint and Automated Optimization Algorithms: A Case Example – Michael G. Mulhern, Mulhern Consulting, Douglas L. MacLachlan, and Stephen Samaha, University of Washington Business School
  • Using Choice Models to Forecast Sales of Fast Moving Consumer Goods – A Comparison of CBC and Chip Allocation Based Forecasts – Greg Rogers, P&G
  • A Simple Solution to the Challenge of Measuring Adding and Switching in a Polytherapy Choice Allocation Model – Larry Goldberger, Adelphi Research by Design

Friday, Oct 19

  • Data Fusion to Support Product Development in the Subscriber Service Business – Frank Berkers, Gerard Loosschilder, SKIM Group and Mary Anne Cronk, Philips Lifeline Systems
  • Multiple Imputation as a Benchmark for Comparison within Models of Customer Satisfaction – Jorge Alejandro and Kurt A. Pflughoeft, Market Probe


  • Making MaxDiff More Informative: Statistical Data Fusion by way of Latent Variable Modeling – Lynd Bacon, LBA, Peter Lenk, University of Michigan, Katya Seryakova & Ellen Veccia, Knowledge Networks
  • CBC/HB, bayesm and BPHREG for Bayesian Analysis of Trade-off Data – Well Howell, Harris Interactive
  • Respondent Weighting in HB – John Howell, Sawtooth Software