Corporate Research Track

May 2-3, 2024

For corporate researchers, led by corporate researchers.  Come be inspired by real problems and solutions that can make a real difference to your firm and for your career.

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Presentations

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Day 1

Thursday, May 2

2:00 pm

Diving, Wading and Doggie Paddling our Way Forward: Transforming the Research and Insights Function at Microsoft in the Age of AI

Artificial intelligence and human wisdom will transform how and what do in the future, but we must learn our way towards that future. We aspire to ensure that synthesis becomes faster and richer; to develop a ‘no waste research’ posture; to unleash KM to broaden reach, deepen insight generation, and leverage methodological and analytical techniques that leverage AI in quantitative and qualitative approaches.

Barry Jennings
Microsoft

2:00 pm

Diving, Wading and Doggie Paddling our Way Forward: Transforming the Research and Insights Function at Microsoft in the Age of AI

Artificial intelligence and human wisdom will transform how and what do in the future, but we must learn our way towards that future. We aspire to ensure that synthesis becomes faster and richer; to develop a ‘no waste research’ posture; to unleash KM to broaden reach, deepen insight generation, and leverage methodological and analytical techniques that leverage AI in quantitative and qualitative approaches.

Barry Jennings
Microsoft

2:40 pm

Freedom of Choice: How to (and not to) Include Configurable Products in Choice Exercises

The combination of CBC and market simulation is a powerful tool for understanding consumers’ choices when presented with a variety of audio products. But what if some of the products are configurable, with the option to unlock more features for an additional fee after purchase? Tune in as we compare several options for handling configurable products in a choice exercise, along with all the New Wave song references you’ve come to expect from a Bose presentation.

Tracey Di-Lascio-Martinuk
Bose

2:40 pm

Freedom of Choice: How to (and not to) Include Configurable Products in Choice Exercises

The combination of CBC and market simulation is a powerful tool for understanding consumers’ choices when presented with a variety of audio products. But what if some of the products are configurable, with the option to unlock more features for an additional fee after purchase? Tune in as we compare several options for handling configurable products in a choice exercise, along with all the New Wave song references you’ve come to expect from a Bose presentation.

Tracey Di-Lascio-Martinuk
Bose

3:10 pm

How CBC Helped Coca-Cola Increase Revenue and Market Share

As General Manager of Commercial Intelligence at Coca-Cola, Renata Soares, along with Whitelaw & Co., developed a market simulation model based on Sawtooth Software’s CBC with HB analysis of utilities. The model guided Coke’s new package introductions in the US, market share expansion in Brazil, response to sugar tax increases in Mexico, and many other initiatives. Renata will describe how they developed the simulator and implemented it in a variety of applications within Coke.

Renata Soares
Coca-Cola (formerly)
Steve Whitelaw
Whitelaw & Co.

3:10 pm

How CBC Helped Coca-Cola Increase Revenue and Market Share

As General Manager of Commercial Intelligence at Coca-Cola, Renata Soares, along with Whitelaw & Co., developed a market simulation model based on Sawtooth Software’s CBC with HB analysis of utilities. The model guided Coke’s new package introductions in the US, market share expansion in Brazil, response to sugar tax increases in Mexico, and many other initiatives. Renata will describe how they developed the simulator and implemented it in a variety of applications within Coke.

Renata Soares
Coca-Cola (formerly)
Steve Whitelaw
Whitelaw & Co.

3:30 pm

Break

3:30 pm

Break

4:00 pm

A New Way to Travel in Urban Environments: Insights from Conjoint Analysis

Join Supernal as we delve into revolutionizing urban travel with electric vertical takeoff and landing (eVTOL) aircraft. Our presentation will uncover key findings from our recent U.S.-based conjoint analysis, detailing consumer attitudes toward pricing, shared vs. private rides, and market potential. Learn how we’re breaking down barriers to make aerial mobility a reality for everyone and discover the strategic shifts this research is driving for a more efficient, sustainable urban future.

Ginny Tang
Supernal
Alex Lowman
Supernal

4:00 pm

A New Way to Travel in Urban Environments: Insights from Conjoint Analysis

Join Supernal as we delve into revolutionizing urban travel with electric vertical takeoff and landing (eVTOL) aircraft. Our presentation will uncover key findings from our recent U.S.-based conjoint analysis, detailing consumer attitudes toward pricing, shared vs. private rides, and market potential. Learn how we’re breaking down barriers to make aerial mobility a reality for everyone and discover the strategic shifts this research is driving for a more efficient, sustainable urban future.

Ginny Tang
Supernal
Alex Lowman
Supernal

4:30 pm

Choice Modeling in a Rapidly Changing Tech Startup

Tribal Credit is a Fintech startup providing credit to Small-Medium Enterprise clients in emerging markets in the form of credit cards, revolving-capital accounts, and local/international payments. As a Silicon Valley startup, there's a strong culture of making data-driven decisions but also developing their products at break-neck speed. These two values often clash. We'll dive into the complexities and challenges faced when trying to deliver high quality research in a company that is changing rapidly.

Kenneth Fairchild
Tribal Credit (formerly)
Bruce Bastian
Luminim

4:30 pm

Choice Modeling in a Rapidly Changing Tech Startup

Tribal Credit is a Fintech startup providing credit to Small-Medium Enterprise clients in emerging markets in the form of credit cards, revolving-capital accounts, and local/international payments. As a Silicon Valley startup, there's a strong culture of making data-driven decisions but also developing their products at break-neck speed. These two values often clash. We'll dive into the complexities and challenges faced when trying to deliver high quality research in a company that is changing rapidly.

Kenneth Fairchild
Tribal Credit (formerly)
Bruce Bastian
Luminim

5:00 pm

The Peaks and Pitfalls of Conjoint at Procter & Gamble

Come, take a tour on a conjoint safari at P&G. We’ll discuss how this discrete choice method is just the ticket for product / concept design in the CPG industry. Cast all your “prohibitions” aside! Along the journey, we’ll try to avoid picking up bad panelists thumbing for a ride, while making sure that the good ones (and their research guides) get a great view of the product stimuli from beginning to end. We’ll observe how these “interactive” stimuli tend to travel together out there in the wild. We’ll also search deep within the design space until we finally spot the perfect specimen from multiple objectives. Who wouldn’t be “willing to pay” to see that?

David Hengehold
Procter & Gamble

5:00 pm

The Peaks and Pitfalls of Conjoint at Procter & Gamble

Come, take a tour on a conjoint safari at P&G. We’ll discuss how this discrete choice method is just the ticket for product / concept design in the CPG industry. Cast all your “prohibitions” aside! Along the journey, we’ll try to avoid picking up bad panelists thumbing for a ride, while making sure that the good ones (and their research guides) get a great view of the product stimuli from beginning to end. We’ll observe how these “interactive” stimuli tend to travel together out there in the wild. We’ll also search deep within the design space until we finally spot the perfect specimen from multiple objectives. Who wouldn’t be “willing to pay” to see that?

David Hengehold
Procter & Gamble

5:30 pm

Discover Your Superpowers: New Discover Features & Future Plans Unveiled!

Join us for an exciting session as we reveal the latest enhancements and updates to Sawtooth Software's new Discover tool. Discover is evolving into a powerhouse of research capabilities, and we're eager to showcase its newest features. During this session we'll cover all the amazing updates that have recently been added to Discover, and we will also demonstrate some insider tips and tricks to help you maximize its potential. We will conclude by sharing our future plans and exciting developments on the horizon. Don't miss this opportunity to elevate your research game and unleash your inner superhero with Discover!

Justin Luster
Sawtooth Software
Brian McEwan
Sawtooth Software

5:30 pm

Discover Your Superpowers: New Discover Features & Future Plans Unveiled!

Join us for an exciting session as we reveal the latest enhancements and updates to Sawtooth Software's new Discover tool. Discover is evolving into a powerhouse of research capabilities, and we're eager to showcase its newest features. During this session we'll cover all the amazing updates that have recently been added to Discover, and we will also demonstrate some insider tips and tricks to help you maximize its potential. We will conclude by sharing our future plans and exciting developments on the horizon. Don't miss this opportunity to elevate your research game and unleash your inner superhero with Discover!

Justin Luster
Sawtooth Software
Brian McEwan
Sawtooth Software
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Day 2

Friday, May 3

8:00 am

Breakfast

8:00 am

Breakfast

9:00 am

“What do we make of that?” Initial explorations in using AI in research

AI has the potential to radically transform the way insights are generated – what research we do and how we do it – but our industry is just starting out on this journey. In this session, we’ll discuss some of the initial explorations that we are doing at Microsoft. We’ll cover some case studies, such as comparing synthetic responses via GPT to human responses (including conjoint to simulate customer decisions involving feature/price trade-offs), and other AI use cases such as text/video analytics.

Dan Penney
Microsoft
Marianne Moran Peterson
Microsoft
Jimbo Brand
Microsoft

9:00 am

“What do we make of that?” Initial explorations in using AI in research

AI has the potential to radically transform the way insights are generated – what research we do and how we do it – but our industry is just starting out on this journey. In this session, we’ll discuss some of the initial explorations that we are doing at Microsoft. We’ll cover some case studies, such as comparing synthetic responses via GPT to human responses (including conjoint to simulate customer decisions involving feature/price trade-offs), and other AI use cases such as text/video analytics.

Dan Penney
Microsoft
Marianne Moran Peterson
Microsoft
Jimbo Brand
Microsoft

9:30 am

Guest Satisfaction: More Complicated Than You’d Think

Some questions can seem unanalyzable until you’re forced to find the right solution. In a series of failed experiments, we worked through multicollinearity, low sample sizes, and confounding seasonal effects to solve a core problem: what drives guest satisfaction at a theme park? Learn about our journey to a viable analysis, including the methodologies we combined and how we overcame these data challenges.

Laura Dulude
Universal Destinations & Experiences

9:30 am

Guest Satisfaction: More Complicated Than You’d Think

Some questions can seem unanalyzable until you’re forced to find the right solution. In a series of failed experiments, we worked through multicollinearity, low sample sizes, and confounding seasonal effects to solve a core problem: what drives guest satisfaction at a theme park? Learn about our journey to a viable analysis, including the methodologies we combined and how we overcame these data challenges.

Laura Dulude
Universal Destinations & Experiences

10:10 am

Improving Upon Non-Conjoint Pricing Questions

Although many of us prefer choice-based conjoint methods for conducting survey-based pricing research, there are opportunities where van Westendorp PSM and monadic pricing experiments come in handy. In this presentation, Bryan Orme shows ways to make these widely used pricing approaches (PSM and monadic) work better than traditional applications/analysis we often see.

Bryan Orme
Sawtooth Software

10:10 am

Improving Upon Non-Conjoint Pricing Questions

Although many of us prefer choice-based conjoint methods for conducting survey-based pricing research, there are opportunities where van Westendorp PSM and monadic pricing experiments come in handy. In this presentation, Bryan Orme shows ways to make these widely used pricing approaches (PSM and monadic) work better than traditional applications/analysis we often see.

Bryan Orme
Sawtooth Software

10:30 am

Break

10:30 am

Break

11:00 am

A stepwise process to implement data driven market simulation and market segment output into broad business application for product design and direct marketing campaigns

Our research, utilizing Sawtooth Software's ACBC, identified key customer segments that have now reached a crucial implementation phase and are being evaluated through A/B testing. Our methodology underscores the importance of achieving critical mass for the broad acceptance of data-driven marketing within sizable corporations. By equipping business units with advanced analysis and Simulation Tools, and ensuring comprehensive training and widespread buy-in, the application of our conjoint results has taken on momentum, evolving, and growing organically. Here we want to explain the process to achieve this broad buy-in.

Quintin Strydom
Major Financial Institution, South Africa
Jacob Badenhorst
Newway Insight
Andries Noeth
Newway Insight

11:00 am

A stepwise process to implement data driven market simulation and market segment output into broad business application for product design and direct marketing campaigns

Our research, utilizing Sawtooth Software's ACBC, identified key customer segments that have now reached a crucial implementation phase and are being evaluated through A/B testing. Our methodology underscores the importance of achieving critical mass for the broad acceptance of data-driven marketing within sizable corporations. By equipping business units with advanced analysis and Simulation Tools, and ensuring comprehensive training and widespread buy-in, the application of our conjoint results has taken on momentum, evolving, and growing organically. Here we want to explain the process to achieve this broad buy-in.

Quintin Strydom
Major Financial Institution, South Africa
Jacob Badenhorst
Newway Insight
Andries Noeth
Newway Insight

11:30 am

Texas-sizing Potential Business Actionability & Interpretability with MaxDiff Research

MaxDiff surveys and importance scores have become an instrumental and frequent tool within our company for an abundance of use cases. Although the core of MaxDiff results was very effective in informing business strategy and decisions, we have now tested and utilized multiple additions and methods to a MaxDiff approach that have increased the interpretability for business stakeholders and also the potential actionability and overall impact of the research.

Taylor Wright
HEB

11:30 am

Texas-sizing Potential Business Actionability & Interpretability with MaxDiff Research

MaxDiff surveys and importance scores have become an instrumental and frequent tool within our company for an abundance of use cases. Although the core of MaxDiff results was very effective in informing business strategy and decisions, we have now tested and utilized multiple additions and methods to a MaxDiff approach that have increased the interpretability for business stakeholders and also the potential actionability and overall impact of the research.

Taylor Wright
HEB

12:00 pm

Tribute to Rich Johnson, Best Paper Presentation, and Closing Remarks

Bryan Orme
Sawtooth Software

12:00 pm

Tribute to Rich Johnson, Best Paper Presentation, and Closing Remarks

Bryan Orme
Sawtooth Software
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