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2018 Conference Proceedings

These proceedings are a written report of the twentieth Sawtooth Software Conference, held in Orlando, Florida, March 7-9, 2018. One-hundred seventy attendees participated. This conference has quite a long history, with the first Sawtooth Software Conference held over 30 years ago in 1987.

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, optimization searches for optimal product lines, key drivers analysis, and market segmentation and classification.

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 the authors and co-authors.

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 are also especially grateful to the efforts of our steering committee who for many years now have helped this conference be such a success: Christopher Chapman, Keith Chrzan, Elea Feit, Joel Huber, and David Lyon.

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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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