Corporate Research Track

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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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.

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.

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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