Choice Modeling for UX: Applied MaxDiff and Conjoint Analysis for Quant UX Researchers

A hands-on training for researchers looking to deepen their skills in choice modeling and quantitative UX.

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About the class

Quant UXers are catching on to how useful Maximum Difference Scaling and conjoint analysis (CBC) are for measuring importance, preference, and designing combinations of product features that delight customers and move the market. Although these techniques are often used with samples of respondents numbering in the 100s, these methods can also yield key insights and drive hypotheses when executed with sample sizes fewer than a dozen people (e.g., as extensions to IDIs and focus groups).

For in-class exercises, we’ll use the clean and intuitive Discover survey platform from Sawtooth. (The free version of Discover is suitable for all class exercises, so you don’t need to purchase a subscription.) Much of the learning can also be applied to other survey platforms other than Sawtooth.

This class is intended for any researcher who already understands the essentials of MaxDiff/CBC (recommended preparatory white papers/videos below) and is interested in expanding their skills in learning how to design, field, and analyze MaxDiff and CBC studies. We’ve designed the course especially for those who may have attended *Chris Chapman’s Quant UX masterclass on the same subject.

To extend your knowledge…
  • We’ll go into more detail regarding intermediate and advanced options for MaxDiff and CBC and for what research situations you’d favor them.

  • We’ll cover market segmentation using Discover’s powerful, yet easy-to-use “segment finder” (via latent class analysis).

  • We’ll investigate more fully the market simulator, including how to conduct sensitivity analysis, assess cannibalization due to a product line extension, measure price sensitivity, and calculate Willingness to Pay (WTP).

*Note that this event is sponsored and led by Sawtooth, a provider of survey software tools and consulting. It is not a Quant UX Association event.

Recommended resources

This class assumes you already have learned the essentials of MaxDiff and CBC. We recommend you review the following introductory articles and videos.

Frequently asked questions

When and where is the event?

October 15-17, 2025. The class will be held from 9 am - 1 pm each day near Fisherman’s Wharf at the Ft. Mason Center for Arts and Culture (2 Marina Blvd, Landmark Building C, Suite 205, San Francisco, CA).

How much does it cost?

Registration is $900 until September 26 and $1200 afterwards.

Who is teaching?

Bryan Orme from Sawtooth Software.

Chris Chapman plans to join us for an hour, virtually, to lend his perspective on the use of choice methods in Quant UX.

Are meals provided?

Coffee and snacks will be provided in the morning, starting at 8:30 am. Boxed lunches will be served at 1:00 pm and everyone is welcome to eat and chat afterward.

What is the cancellation policy?

A $100 cancellation fee applies to cancellations made after August 15.

Do I need to bring anything?

Because this is a hands-on software training event, you will need a laptop to use during the workshop. We will email you the instructions to access the Sawtooth Software Licenses you need a few days before the start of the workshop, but you are responsible for providing your own computer.

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