Full Agenda


CBC Hands-On Workshop Introductory

Monday and Tuesday (8:00 AM - 5:00 PM)

Aaron Hill, Sawtooth Software

Christina Hubner, Sawtooth Software

If you are relatively new to choice-based conjoint (CBC) or just getting started, join us for two days of hands-on practice with Lighthouse Studio, our flagship survey platform that can include the popular CBC component and market simulator. We’ll cover the main aspects of designing, programming, and analyzing CBC studies. You will have an opportunity to program CBC questionnaires individually as well as analyze data from a real CBC study in a team-oriented case study session. We’ll provide coverage of counting analysis, logit, latent class, and HB. The instructors will share best practices, pitfalls to avoid, and experiences based on many years of technical support and consulting.

Attendees receive an evaluation copy of the software that they may use for 90 days (for non-commercial studies and evaluation purposes only). Attendees also receive a free copy of the “Getting Started with Conjoint Analysis” book. Limited to 25 participants.

Becoming an Expert in Conjoint Analysis Advanced

Monday (8:00 AM - 5:00 PM)

Bryan Orme, Sawtooth Software

Keith Chrzan, Sawtooth Software

(This course intended for those who are highly proficient in conjoint/choice analysis and are looking for the practical advanced training to achieve the next level.)

Join Bryan Orme and Keith Chrzan for a full day of instruction, with topics selected from their book, “Becoming an Expert in Conjoint Analysis”. The instructors will share concepts and practical know-how (e.g. power tricks) that have taken them decades to learn. Attending this course and carefully reading the associated book will accelerate you toward expert status in conjoint/choice methods. This is the book that we wish had magically fallen out of the sky and onto our desks in the early part of our careers!

Topics include: advanced CBC designs, dealing with many attributes and levels, sample size decisions, part-worth utility estimation, willingness to pay, optimization using simulators, and situational choice experiments.

Running a Conjoint Project from Start to Finish Intermediate

Monday (8:00 AM - 12:00 PM)

Remco Don, SKIM Group

Jeroen Hardon, SKIM Group

While theory of conjoint analysis is very important and much discussed at the Sawtooth Conference, we want to take the practical approach with this workshop and run you through an entire CBC study. We will go over each of the steps including data re-coding, counts, Logit, Latent Class and HB. During each of these steps we will show tips and tricks to get the most out of your data. How do you model the data, interpret the result and what are the key things to look out for? All of this will be discussed based on a real data set using Lighthouse Software.

Advanced MaxDiff Programming Intermediate

Monday (8:00 AM - 12:00 PM)

Brian McEwan, Sawtooth Software

In this tutorial, Brian will demonstrate how you can move beyond the basics of standard MaxDiff. Using programming exercises and examples in Lighthouse Studio, Brian will:

  • Demonstrate how to program direct and indirect Anchored MaxDiff
  • Show how you can reduce the number of items evaluated by a respondent via either Express or Bandit MaxDiff
  • Take advantage of Free Format capabilities to customize the display of your MaxDiff exercise
  • Reveal unconventional ways you can employ MaxDiff’s designs or calculations for non-MaxDiff purposes, including leveraging scores-on-the fly and Bandit MaxDiff

Experimental Conjoint Solutions Advanced

Monday (1:00 PM - 5:00 PM)

Jeroen Hardon, SKIM Group

Kevin Lattery, SKIM Group

Sometimes standards are not enough to answer research questions at hand and one has to deviate from the roads most traveled. The trainers would like to get you on board for this 4-hour tutorial on advanced applications in CBC and MaxDiff. A number of challenging and interesting extensions of choice modeling will be discussed, including:

  • Custom design techniques combining Lighthouse and Excel and discuss the implications of these customizations
  • Showing different coding methods for faster processing
  • Combining multiple MaxDiff studies in one Latent Class estimation
  • Combining MaxDiff and CBC: different ways of data augmentation
  • Duct-tape solutions for the red-bus-blue-bus problem