Sawtooth Software: The Survey Software of Choice

Main Conference Presentations (October 16-18)

The cost of attending the main sessions on October 16-18 is $1,250 (if payment received by August 23). The main sessions consist of approximately 30-minute papers followed by audience Q&A. Read more details, including presentation abstracts at

Wednesday, October 16:

Nine Things Clients Get Wrong about Conjoint Analysis— Christopher Chapman, Google

Quantitative Marketing Research Solutions in a Traditional Manufacturing Firm: Update and Case Study— Robert J. Goodwin, Lifetime Products, Inc.

Can Conjoint Be Fun?: Improving Respondent Engagement in CBC Experiments— Jane Tang and Andrew Grenville, Vision Critical

Making Conjoint Mobile: Adapting Conjoint to the Mobile Phenomenon— Chris Diener, Rajat Narang, Mohit Shant, Hem Chander, and Mukul Goyal, AbsolutData

Choice Experiments in Mobile Web Environments— Joseph White, Maritz Research

Using Complex Choice Models to Drive Business Results— Karen Fuller, HomeAway, Inc. and Karen Buros, Radius Global Market Research

Augmenting Discrete Choice Data – A Q-sort Case Study— Brent Fuller, Mike Smith, and Matt Madden, The Modellers

MaxDiff Augmentation: Effort vs. Impact— Urszula Jones, TNS, and Jing Yeh, Millward Brown

When U = βx Is Not Enough: Modeling Diminishing Returns among Correlated Conjoint Attributes— Kevin Lattery, Maritz Research

Respondent Heterogeneity, Version Effects or Scale?— Keith Chrzan, Sawtooth Software

Thursday, October 17:

Bridging Survey Research with Social Media Monitoring Services— Karlan Witt and Deb Ploskonka, Cambia Information Group

Brand Imagery Measurement: Assessment of Current Practice and a New Approach— Paul Richard McCullough, MACRO Consulting, Inc.

ACBC Revisited— Christopher Fotenos, Jeroen Hardon, and Marco Hoogerbrugge, SKIM Group

Research Space and Realistic Pricing in Shelf Conjoint— Peter Kurz, TNS Infratest, Stefan Binner, bms marketing research + strategy, and Leonhard Kehl, Premium Choice Research & Consulting

Attribute Non-Attendance in Discrete Choice Experiments— Dan Yardley, Maritz Research

Anchored Adaptive MaxDiff - Application in Continuous Concept Test— Rosanna Mau, Jane Tang, LeAnn Helmrich and Maggie Cournoyer, Vision Critical

How Important Are the Obvious Comparisons in CBC? The Impact of Removing Easy Conjoint Tasks — Paul Johnson and Weston Hadlock, SSI

Segmenting Choice and Non-Choice Data Simultaneously: A How to...— Thomas C. Eagle, Eagle Analytics of California, Inc.

Extending Cluster Ensemble Analysis via Semi-Supervised Learning— Ewa Nowakowska, GfK Polonia and Joseph Retzer, MarketTools Inc.

The Shapley Value in Marketing Research: 15 Years and Counting— W. Michael Conklin and Stan Lipovetsky, GfK

Demonstrating the Need and Value for a Multiobjective Product Search— Scott Ferguson and Garrett Foster, North Carolina State University, and Joseph Donndelinger, General Motors Research and Development

A Simulation Based Evaluation of the Properties of Anchored Max/Diff: Strengths, Limitations, and Recommendations for Practice— Jake Lee, Maritz Research and Jeff Dotson, Brigham Young University

Friday, October 18:

Contexts in Which Best-Worst CBC Are Most Valuable: Application to School Choice— Namika Sagara and Joel Huber, Duke University, and Angelyn Fairchild, Research Triangle Institute

Does the Analysis of MaxDiff Data Require Separate Scaling Factors?— Jack Horne and Bob Rayner, Market Strategies International

How to Use Conjoint to Determine the Market Value of Product Features— Greg Allenby, The Ohio State University, Jeff Brazell, The Modellers, John Howell, The Ohio State University, and Peter Rossi, UCLA

The Ballad of Best and Worst— Tatiana L. Dyachenko, Rebecca Walker Naylor, and Greg M. Allenby, The Ohio State University