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

HB Estimation
A typical challenge we face as researchers is to estimate a variety of weights (such as utility scores, coefficients, or attribute importances) using a limited amount of data. A relatively new statistical methodology called hierarchical Bayes (HB) improves these estimates, leading to greater stability and validity.

Interviewing
Asking questions and collecting answers—these are fundamental building blocks of any primary market research function. Computer-based interviewing has been our specialty for nearly 25 years. Our software may be used for collecting data over the web, or using computers not connected to the web (CAPI). Our interviewing tools support all the standard question types, including skip patterns, data piping, and dynamic list building.

Item Scaling
As researchers, we’re constantly being asked to measure things, such as brand preference, the importance of product features, job-related factors and benefits, the impact of product packaging, etc. Sawtooth Software has developed a powerful system for scaling such items, called MaxDiff (Maximum Difference Scaling).

Needs-Based Segmentation
Many strategic business decisions are based on segmenting the market and determining how to reach target segments effectively. Good target segments are those that are substantial (large enough size), stable, and that reflect a good match in terms of buyer needs/desires for the firm’s offering.

Pricing Research
Pricing research is often recognized as one of the most difficult to execute well. Simply asking respondents how much they are willing to pay lacks realism and can lead to bargaining behavior. Using real sales data to develop price sensitivity curves can be problematic, as prices do not necessarily vary independently and often, and the many variables that affect buyer behavior (such as competitive effects) cannot be perfectly controlled.

Perceptual Mapping
We often wonder how buyers perceive our product(s) relative to the competition. It is typical to ask questions such as “How much do you agree or disagree that [Company X, etc.] is [A Company I can Trust, etc.]” for a variety of companies and attributes. Perceptual mapping lets us visualize complex relationships in pictures.

Product Design
What attributes are most important for my product? How can I design products and services to compete successfully in my market? How do buyers perceive my product relative to the competition? How should I price my product? These are key product design questions.