Sawtooth Software Conference 2019 | San Diego, CA, USA | September 23–27

2015 Conference Proceedings

These proceedings are a written report of the eighteenth Sawtooth Software Conference, held in Orlando, Florida, March 25–27, 2015. One-hundred eighty attendees participated.

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, surveying on mobile platforms, MaxDiff, TURF, market segmentation, and product portfolio optimization.

The papers and discussant comments are in the words of the authors and very little copyediting was performed. At the end of each of the papers are photographs of authors and co-authors. We appreciate their cooperation for these photos! It lends a personal touch and makes it easier for readers to recognize these contributors at the next conference.

We are grateful to these authors for continuing to make this conference such a valuable event. We feel that the Sawtooth Software conference fulfills a multi-part mission:

  1. It advances our collective knowledge and skills.
  2. Independent authors regularly challenge the existing assumptions, research methods, and our software.
  3. It provides an opportunity for the group to renew friendships and network.

We look forward to the next conference!

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Lighthouse Studio is our flagship software for producing and analyzing online and offline surveys. It contains modules for general interviewing, choice-based conjoint, adaptive choice-based conjoint, adaptive choice analysis, choice-value analysis, and maxdiff exercises.

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