Sawtooth Software: The Survey Software of Choice

Andrea Semmler

Andrea Semmler studies business administration at Technische Hochschule Ingolstadt in Germany. She focused on controlling and marketing and is very interested in searching for interactions relating to the market circumstances.


Besides her studies Andrea worked in a sales department of a huge car company in Germany. In her 7th semester she chose for her bachelor thesis a CBC analysis of a roof box. The aim of her research was to identify the main preferences of the relevant target groups and to create a perfect composition of various attributes and their levels based on qualitative expert interviews and following the evaluation of respondents. The segmentation, especially concerning sex and vehicle age, was also of interest.


This exemplary study should show which effects could be examined and which information could be used for the further work with this product. This executed research process with Sawtooth’ software should be used as a standardized approach and, furthermore, for other products as well due to the results of this study.


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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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