Sawtooth Software: The Survey Software of Choice

Desktop Simulator - SMRT

Overview

SMRT is an acronym for Sawtooth Software Market Research Tools. It features a desktop market simulator which has been a standard in the market research industry for many years. Its robust design, advanced analysis features, and optional Advanced Simulation Module provide a wide range of tools for experienced analysts and advanced clients.

Note: SMRT is an older legacy platform for conjoint analysis. It includes a market simulation tool. However we generally recommend avoiding use of SMRT for its older conjoint design and data collection capabilities (as the tools under Lighthouse Studio are superior). In version 9 of Lighthouse Studio we added the Choice Simulator to its collection of resources. Now, the only reason you would need to use SMRT is if you need to run some product searches using the optional Advanced Simulation Module (ASM). The ASM functionality will be added to the Choice Simulator sometime in 2017.

The SMRT platform combines our conjoint and analytical tools within an integrated interface for the Windows (XP and later) operating system. Depending on the licenses you buy, SMRT currently includes:

Conjoint Analysis and Interviewing Tools

Market Simulation Tools

Depending on the license codes you specify, the different components are activated within your SMRT installation.

Once you learn one conjoint analysis package under SMRT, it is very easy to learn the others. Many common dialogs are shared, and the market simulator is exactly the same, whether analyzing data from ACA, CBC or CVA. Our market simulator performs what-if analysis, for studying the likely success of different product formulations. It includes five models for projecting buyer preferences, advanced analytical settings such as the Exponent and External Effects, and ability to cut-and-paste or save results directly into Excel™.

With SMRT, you can create attractive Windows-based CAPI interviews running from a floppy disk, from a hard drive, or over a network (but not the internet). SMRT also supports paper-and-pencil interviewing for CBC and CVA.

If you use version 8 or earlier of Lighthouse Studio for developing web-based surveys and collecting conjoint analysis data (e.g. ACA/Web, CBC/Web), you use the market simulator in SMRT to analyze the results.

SMRT can export data to many common formats, including ASCII, Excel™, comma-separated (.CSV) files, and SPSS™. If you have collected survey information (e.g. segmentation variables) or estimated conjoint analysis part-worths in another way, the data can be imported into SMRT for running market simulations.

Lighthouse Studio

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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