Sawtooth Software: The Survey Software of Choice

A Discrete Choice Take on Holiday Movies

Research shows that on Christmas day, holiday-themed programming spikes as households curl up in front of the television for a dose of holiday cheer. Timeless classics like “How the Grinch Stole Christmas” and “It’s a Wonderful Life” come to my mind. And thanks to @RottenTomatoes, we have a list of the 50 Best Christmas Movies of All Time.

Now the last thing you want to do on the holidays is argue with family. So how will you decide which Christmas movie to watch on December 25th? Why, MaxDiff of course!

Read More

A Video Introduction to the Choice Simulator

Read More

On the Effect of None Position for CBC Studies

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.

Read More

Multi-Objective Searches in Conjoint Analysis: An Intuitive Explanation

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.  

Watch Our Cool New BWS (MaxDiff) Video

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: