Report on Conjoint Usage

For 8 years running we’ve been fielding an annual customer feedback survey. Perhaps you’ve seen it, and been a regular contributor! We greatly appreciate your feedback, as it provides a scorecard for our performance, as well as gives us strategic information to help our planning and product development.

Results from our 2010 Sawtooth Software feedback survey show that 96% of respondents who have contacted Sawtooth Software reported that their overall interactions with us were either Excellent or Good. We also note that there are areas for improvement. We’ve read your open-end comments and are evaluating how to better ourselves.

It’s been fascinating to watch and be involved with the development of different conjoint analysis approaches and software. Back in the early 1990s, our ACA system was the most widely used software and conjoint approach in the world (according to surveys conducted by researchers outside of Sawtooth Software). Based on our sales figures and customer feedback studies, we believe CBC has been the most widely used method and software by our users since about 2000.

In March, 2009, we released a new software system called ACBC (Adaptive Choice-Based Conjoint). We know that sales for ACBC have been strong for the last year. But, with our 2010 feedback survey, for the first time we are getting a better sense for the degree of usage among our customers.

We asked our customers to indicate what percent of conjoint analysis projects they conducted using various methodologies, including our software. If we focus only on our software tools, percentaging their use to sum to 100%, and weighting respondents based on number of projects completed, we see the trends shown in Figure 1.

Usage of MaxDiff is increasing, with 47% of respondents reporting that their firm conducted a project using MaxDiff in the last year (Figure 2).

Figure 1: Relative Use of Different Sawtooth Software Conjoint Methods Figure 2: Growth in MaxDiff Usage