These proceedings are a written report of the sixteenth Sawtooth Software Conference, held in Orlando, Florida, March 21-23, 2012. Two-hundred fifty attendees participated, representing record attendance for this event. This conference was held in concert with the fourth Conjoint Analysis in Healthcare Conference, chaired by John Bridges of Johns Hopkins University. Conference sessions were held at the same venue and ran concurrently. (These proceedings contain only the papers delivered at the Sawtooth Software Conference.)
The focus of the Sawtooth Software 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 attendees. Topics included choice/conjoint analysis, MaxDiff, menu-based choice, cluster ensemble analysis, design of choice experiments, Genetic Algorithm searches, and text analytics.
The papers and discussant comments are in the words of the authors and very little copy editing was performed. We are grateful to these authors for continuing to make this conference a valuable event and advancing our collective knowledge in this exciting field.