Do you want to know how buyers might react if you alter a product or change a price? Given multiple products, which one will consumers choose? And what features drive those decisions?
Great marketers ask themselves these questions and discrete choice is often the best way to answer them. Join Sawtooth Software for a two-part introduction to one of the most widely-used quantitative methods in market research: Choice-Based Conjoint. Learn how to design, program, and analyze a Choice-Based Conjoint study with Sawtooth Software's flagship desktop software, Lighthouse Studio.
Part 1: Design & Programming
Wednesday, November 8, 2017, 8:00 AM - 9:00 AM PT / 11:00 AM - 12:00 PM ET
- What goes into a CBC?
- Design recommendations
- Programming a CBC in Lighthouse Studio
Part 2: Analysis & Market Simulations
Wednesday, November 15, 2017, 8:00 AM - 9:00 AM PT / 11:00 AM - 12:00 PM ET
- Analyzing CBC data in Lighthouse Studio
- Overview of CBC outputs
- Using Lighthouse Studio's Choice Simulator for market scendarios