Sawtooth Software: The Survey Software of Choice

Philip Womble

Philip Womble

Philip Womble is an attorney and a PhD Candidate in the Stanford Emmett Interdisciplinary Program in Environment and Resources (E-IPER) specializing in water policy and water markets. He received his JD from Stanford Law School in 2016. Philip's research couples his formal training in hydrology and law with insights and tools from economics, ecology, and operations research to study how states in the western U.S. can more efficiently allocate water while also protecting the environment.

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Nikolai Cook

Nikolai Cook

Nikolai is a PhD Candidate in Economics at the University of Ottawa. His interests include Environmental and Labor Economics. Nikolai uses Sawtooth Software as a mobile laboratory to measure discrimination in the labor market. More information, and current research can be found at www.nikolaimcook.com.

Anja Weinert

Anja Weinert

Anja, 25 years old, is enrolled in the Master of Science program in Business Administration at the LMU Munich, Germany. Currently she is writing her master thesis at the Institute of Electronic Commerce and Digital Markets.

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Stefanie Weniger

Stefanie Weniger

Stefanie Weniger is a doctoral candidate at the chair for Entrepreneurial Finance at the Technical University of Munich in Germany, under the supervision of Prof. Reiner Braun. She holds a B.A. in Corporate Management & Economics and Communication & Cultural Management, as well as a M.Sc. in Business Administration. During her studies and her subsequent work experience in a consulting company, she specialized in the field of market-based management and innovation.

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Gian Carlo Bauer

Gian Carlo Bauer

Gian Carlo is a 25-year-old student currently finishing his Master of Arts in Business Innovation at the University of St.Gallen. He holds a Bachelor Degree in Business Administration from the University of Zurich and is interested in electric mobility.

At the Institute for Customer Insight at the University of St.Gallen he is currently writing his master’s thesis in the field of pricing strategies for electric vehicles. With regard to falling battery cost for electric vehicle manufacturers (and hence additional potential for purchase price reductions) the objective of the thesis is to identify trade-off decisions of consumers when deciding for or against an electric vehicle on different price levels. The results will be used to develop pricing strategies for electric vehicle manufacturers based on identified consumers’ willingness to pay. Therefore, he is preparing an online survey including a Van Westendorp and an Adaptive Choice-Based Conjoint analysis. The target group of the survey will be Swiss people interested in buying a vehicle in the near or middle-term future. To promote his thesis, he will use targeted social media marketing instruments.

Results

To summarize, the empirical analysis revealed a realistic willingness to pay for a compact class BEV which lies well within the predicted drop range in battery prices until 2030. In the Conjoint analysis where price parity between the different vehicle classes was assumed an astonishingly high share of preference for all BEV classes are revealed. In addition, differences in preferences between different consumer segments are identified such as a significant gender gap in importances of the examined attributes. In the market simulations, the price sensitivity of participants for the examined attributes is identified. The simulations reveal that a driving range below 300 km is unacceptable even for micro cars. Although higher driving ranges lead to a higher expected share of preference a driving range of 400 km seems to maximize the perceived value of consumers in a trade-off decision between a lower price and a bigger battery. These results strongly support the predicted increase in market share of BEV in all classes over the next decade, given that the predicted cost improvements of vehicle batteries are realized.

Besides his studies Gian Carlo is an enthusiastic snowboarder and loves to travel. You may contact Gian Carlo at This email address is being protected from spambots. You need JavaScript enabled to view it.,

Vera Zanger

Vera Zanger

Vera is currently completing her Master of Science in Business Administration with major in Marketing at the University of Muenster, Germany. At the moment, she is working on her Master's thesis "Measuring Willingness to Pay for Innovations – Which Method Should Be Used in Which Context?" under the supervision of Prof. Dr. Manfred Krafft of the Institute of Marketing in Muenster.

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Thomas Schönland

Thomas Schönland

Thomas is studying Economics Engineering at Karlsruhe Institute of Technology in Germany. The 26-year-old is focusing on energy economics and is especially interested in the topics of smart grids and battery storage. He is currently writing his master thesis at the Institute of Information Systems and Marketing (https://www.iism.kit.edu/) and has prior studied Business Administration at the University of Resources in Freiberg, Germany, where he finished his studies analyzing the effects of the implementation of a German-wide smart grid in his bachelor thesis.

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Lisa Theune

Lisa Theune

Lisa is a 25-year-old management student currently finishing her Mannheim Master in Management (M.Sc.) at University of Mannheim in Germany. Before she started with her master program, she obtained her Bachelor's Degree in Business Administration at Friedrich-Alexander-University Erlangen-Nuremberg in Germany.

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Nasim Dehghan Hardoroudi

Nasim Dehghan Hardoroudi

Nasim is a doctoral candidate in Management Science at Aalto University School of Business. She holds Master of Science in Quantitative Methods in Economics and Management Science. Her bachelor degree is in Applied Mathematics.

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Vanessa Heiligtag

Vanessa Heiligtag

Vanessa is a Business student with a strong Marketing focus at the University of Münster in Germany. In order to finish her Master of Science, she is currently writing her Master Thesis at the Chair of the Institute of Value-based Marketing about "Consumers' Preferences for Mobility Solutions".

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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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