Sawtooth Software: The Survey Software of Choice

Conjoint Analysis

Over the last few decades, conjoint/choice analysis has become the premier market research methodology for studying how buyers value the characteristics (attributes) of products/services and for predicting buyer behavior. The strategic what-if market simulator is perhaps the most valuable aspect of conjoint analysis. | Read More

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Choice-Based Conjoint

CBC is the most popular conjoint-related technique in use today. We show respondents multiple product concepts (and an optional "None" alternative) and simply ask them which one they would choose. Options include discrete choice (choose one), allocation (constant-sum), best-worst choices, and dual-response None. | Read More

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Choice-Based Conjoint plus Advanced Design Module

In traditional CBC, each product concept is composed of one level from every attribute in the study. Sometimes CBC projects do not fit this model and require a different approach. The CBC Advanced Design Module provides more flexibility with "Alternative-Specific" and "Partial-Profile" designs. | Read More

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Adaptive Choice-Based Conjoint

Adaptive Choice-Based Conjoint (ACBC) is our most advanced system for conjoint/choice analysis. It is used for revealing how people make decisions regarding complex products or services. ACBC leverages the best aspects of CBC (Choice-Based Conjoint) and the classic ACA (Adaptive Conjoint Analysis). An Adaptive Choice interview is an interactive experience, customized to the preferences and opinions of each individual. | Read More

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Menu-Based Choice

Menu-Based Choice (MBC) is advanced discrete choice modeling software for multi-check menu studies, including those involving bundling vs. a la carte choices. Includes logit and HB modules, plus simulations (including Excel simulation option). | Read More


Classic Conjoint Analysis Systems (not as widely used anymore)

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Adaptive Conjoint Analysis

Adaptive Conjoint Analysis (ACA) was introduced in 1985 and went on to become the most popular conjoint analysis tool in the world during the 1990s. With ACA, the computer interview customizes the experience for each respondent. It was designed for situations in which the number of attributes exceeded what could reasonably done with more traditional methods (such as traditional conjoint, CVA). ACA is not nearly as widely used today as CBC and ACBC, partly because of its weaknesses for pricing problems. Available in a 10 attribute or 30 attribute edition. | Read More

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Conjoint Value Analysis

Conjoint Value Analysis (CVA) is our module for traditional, full-profile rating- or ranking-based conjoint analysis (as were made popular in the 1970s and 1980s). It can display either one or two products at a time. It is useful for both product design and pricing research, when the number of attributes is about six or fewer. It may be used for paper-based or computer-based interviewing. | Read More


Additional Resources

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Book: Getting Started with Conjoint Analysis (3rd Edition)

The third edition of Getting Started with Conjoint Analysis is a great introductory book on conjoint analysis written by Bryan Orme, President of Sawtooth Software. In addition to explaining conjoint analysis with language that is not too technical or academic, the author explains other up-and-coming technologies such as maximum difference item scaling and menu-based choice. | Read More

Recommended Reading

For more information about choosing an appropriate conjoint analysis method, we suggest reading Which Conjoint Method Should I Use? or using the Interactive Advisor.

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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