Sawtooth Software: The Survey Software of Choice

Results of 2013 Sawtooth Software User Survey

Each year we field a customer feedback survey. This tool allows us to track our achievement in customer service and also track the relative use of different Sawtooth Software conjoint methods.

We fielded the study during March-April 2013. Among those users whose firms do conjoint analysis, we asked how many conjoint analysis studies they had conducted over the previous 12 months and what percent of the projects used different conjoint analysis approaches. If we weight the results by number of projects completed and normalize them to sum to 100% across the Sawtooth Software conjoint methods, we see the results for 2013 as shown at the far-right within the figure below.

Relative Use of Different Sawtooth Software Conjoint Methods

We’ve conducted this usage survey since 2003, so previous years are also displayed. Of note, the choice methods (CBC, ACBC, MBC) most recently accounted for 93% of the projects completed, whereas ratings-based methods (ACA and CVA) accounted for 7%.

The newest approach, Menu-Based Choice (MBC), accounted for 3% of projects completed this last year compared to 2% of projects reported in 2012.

CBC continues to be the most commonly used approach, accounting for 78% of projects.

We also asked our users which online panel providers they used over the previous 12 months. This was asked as an open-ended question, with up to six mentions allowed. Results are shown in the following table.

Percent of Respondents Using Panel/Sample Supplier in Last 12 Months
(Sorted by 2013 Results)
  2008 2009 2010 2011 2012 2013
e-Rewards/Research Now 23 30 46 47 47 48
SSI/Opinionology 21 22 23 27 28 28
Lightspeed Research/TNS/GMI 6 9 8 10 8 17
Toluna/Greenfield/Ciao 17 23 23 17 15 13
United Sample (Usamp) 0 0 3 8 8 8
IPSOS 0 2 1 3 1 4
WorldOne 0 2 1 5 6 4
Cint 0 0 1 2 5 4
Norstat 0 3 2 2 4 3