In December 2018 we fielded a CBC study using Lighthouse Studio, collecting 201 respondent records via Amazon’s Mechanical Turk panel. The subject matter was restaurant choice and we used a screener question to qualify respondents who ate at restaurants at least once per month. We were interested in whether placing the None concept as the right-hand concept vs. placing it as a concept along the bottom of the task would affect the frequency of None usage. We found that the placement of the None concept did not lead to a statistically significant difference in the None usage.
Bryan Orme, President of Sawtooth Software, just released a new technical paper called, "Multi-Objective Searches in Conjoint Analysis: An Intuitive Explanation". If you are familiar with market simulators for conjoint analysis and product search optimization, then this paper will build on that knowledge and explain how to find solutions that optimize the trade-off among multiple objectives like share and profit, allowing you to focus on solutions that can satisfy multiple goals.
At the 2018 Sawtooth Software Conference, we premiered "What Can MaxDiff Best-Worst Scaling Do For You?" a video that explain the MaxDiff technique in a fun and easy-to-understand manner. To watch the three-minute video, please visit this link:
Congratulations to Eric Bahna and Chris Chapman of Google Cloud who were awarded best presentation at the 2018 Sawtooth Software Conference in Orlando, Florida! Eric and Chris used best-worst scaling to help them learn what is important to customers (among 30 items) for product development related to Google Cloud. Their winning presentation was entitled, “Constructed, Augmented MaxDiff.”