Update on Conjoint Usage Survey

During the month of April, we completed our sixth annual customer feedback and conjoint usage survey. Thank you to all that participated! We hope it isn’t becoming an irritation to you to complete this survey on an annual basis. The results truly are helpful to us.

We’re pleased to report that overall satisfaction with Sawtooth Software remains high, with 97% of our customers stating that the interactions they had with us were either good or excellent. This represents two years in a row that we have obtained this high result.

A portion of the survey focuses on tracking the use of conjoint-related methods among our users. Here were some of the main findings:

1. Among the three main flavors of conjoint, CBC continues to be used more often than ACA and traditional, full-profile conjoint (CVA). Among our users, the relative application of the methodologies as a percent of conjoint projects was as follows: CBC (82%), ACA (13%), and CVA (5%). The results for previous years are shown in the chart below:

2. Though CBC is used most often, one should not conclude that it is best for all types of applications. Researchers continue to employ multiple conjoint methods, depending on the needs of the project. Among our users’ firms conducting preference modeling in the last 12 months, 85% used CBC, 38% used ACA, and 16% used CVA. 42% of respondents relied on one of these three conjoint tools exclusively.

3. Among those who used CBC last year, HB estimation was used in 79% of final models. This degree of utilization of HB estimation shows that it is now, essentially, the standard for most users.

4. MaxDiff was used by 31% of respondents’ firms in the previous year. The adoption of MaxDiff has been rapid among Sawtooth Software users. The chart below shows this increase:

5. We were interested in the advanced options that our CBC users are employing in their CBC projects. Among CBC users, the percent of projects using different advanced approaches were:

Two of these features require the Advanced Design Module (Alternative-Specific Designs, Shelf Display). The others are all available within the base CBC/Web system.