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2007 Conference Proceedings

We are pleased to publish these Proceedings of the 2007 Sawtooth Software Conference, held in Santa Rosa, California, October 17-19, 2007. We are grateful to the 180 attendees that enrolled this year. Even more papers were included (26) on the program than in previous years, so there was (and is) much to digest.

The focus of the conference continues to be quantitative methods in marketing research. The authors were charged with delivering presentations of value to both the most sophisticated and least sophisticated members of the audience. Topics included conjoint/choice analysis, market segmentation, MaxDiff, general web interviewing, scaling techniques, brand image research, data fusion, and hierarchical Bayesian estimation.

The papers are in the words of the authors, with generally very little copy editing done on our part. We express our gratitude to these authors for sacrificing time and effort toward making this conference one of the most useful and practical quantitative methods conferences in the industry. Beyond preparing PowerPoint slides and practicing a talk, it requires a special effort to write a paper (some can find it agonizing), and this written record will deliver value to the industry for years to come.

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