Overview
Events
A&I Summit
Research Methods Track
Corporate Research Track
Academic Session
Other Events
Tutorials
Choice Modeling Workshop
Schedule at a Glance
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Schedule at a Glance
View the daily schedule of all concurrent tracks.
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Tuesday
Wednesday
Thursday
Friday
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Monday, April 29
Workshop
8:00 am
Breakfast
Session 1
9:00 am - 11:00 am
9:00 am
Choice Modeling Workshop
Bryan Orme & Zach Hewett, Sawtooth Software
11:00 am
Break
Session 2
11:30 am - 1:00 pm
11:30 am
Choice Modeling Workshop
Bryan Orme & Zach Hewett, Sawtooth Software
1:00 pm
Lunch
Session 3
2:00 pm - 3:30 pm
2:00 pm
Choice Modeling Workshop
Bryan Orme & Zach Hewett, Sawtooth Software
3:30 pm
Break
Session 4
4:00 pm - 5:30 pm
4:00 pm
Choice Modeling Workshop
Bryan Orme & Zach Hewett, Sawtooth Software
5:30 pm
Adjourned
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Tuesday, April 30
Workshop
Tutorials
8:00
Breakfast
Session 1
9:00 am - 11:00 am
9:00 am
Choice Modeling Workshop
Bryan Orme & Zach Hewett, Sawtooth Software
9:00 am
Expand Your Toolbox with Advanced MaxDiff
Brian McEwan, Sawtooth Software
11:00 am
Break
Session 2
11:30 am - 1:00 pm
11:30 am
Choice Modeling Workshop
Bryan Orme & Zach Hewett, Sawtooth Software
11:30 am
Expand Your Toolbox with Advanced MaxDiff (continued)
Brian McEwan, Sawtooth Software
1:00 pm
Lunch
Session 3
2:00 pm - 3:30 pm
2:00 pm
Choice Modeling Workshop
Bryan Orme & Zach Hewett, Sawtooth Software
2:00 pm
Option 1: Situational Choice Experiments
Keith Chrzan & Dean Tindall, Sawtooth Software
Option 2: Running a Pricing Conjoint Project from Start to Finish
Remco Don & Egle Meskauskaite, SKIM
3:30 pm
Break
Session 4
4:00 pm - 5:30 pm
4:00 pm
Choice Modeling Workshop
Bryan Orme & Zach Hewett, Sawtooth Software
4:00 pm
Option 1: Situational Choice Experiments (continued)
Keith Chrzan & Dean Tindall, Sawtooth Software
Option 2: Running a Pricing Conjoint Project from Start to Finish (continued)
Remco Don & Egle Meskauskaite, SKIM
5:30 pm
Adjourned
7:00 pm
Reception at Crockett Tavern
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Wednesday, May 1
Research Methods Track
Academic Session
8:00 am
Breakfast
Session 1
9:00 am - 10:30 am
9:00 am
Welcome Remarks
Bryan Orme, Sawtooth Software
9:00 am
Using GPT for Marketing Research
Ayelet Israeli, Harvard
9:20 am
Review of Quant Applications for LLMs in Market Research
Kevin Karty, Intuify
9:30 am
Choice Modeling with LLMs and Choice-based Conjoint
Nino Hardt, SKIM
9:55 am
A “How To” Guide for Catching Cheaters
Deb Ploskonka, Holly Smith, & Karlan Witt, Cambia Information Group
10:00 am
Creating Experimental Stimuli with Generative AI
Jeff Dotson, BYU
10:30 am
Break
Session 2
11:00 am - 12:30 pm
11:00 am
A Qualitative Assessment of Conjoint Surveys: Unlocking Respondent View
Egle Meskauskaite & Remco Don, SKIM
11:00 am
How ignition interlock devices can work before they are even installed
Robert Zeithammer, UCLA
11:30 am
Visibly Better: Improving Conjoint Experiments with Eye Tracking
Neli Dilkova-Gnoyke & Alex Wendland, Factworks GmbH
11:30 am
Preferences for Firearms and Their Implications for Regulation
Sarah Moshary, Berkeley
12:00 pm
But What If – Using Situational MaxDiff to Understand How Needs Vary across Settings
Stefan Meissner, GfK SE – An NIQ Company
12:00 pm
How an Election Surprise Changed Preferences
Raph Thomadsen, Washington University in St. Louis
12:30 pm
Lunch
Session 3
2:00 pm - 3:30 pm
2:00 pm
Surveys for Generation Z, Evaluating Various Mobile-First Designs
Joris van Gool, SKIM
2:00 pm
Why Donors Donate: Disentangling Organizational and Structural Heuristics for International Philanthropy
Marc Dotson, Brigham Young University
2:30 pm
Artificial Intelligence and Open-Ended Responses in Survey Data Analysis: Topic Analysis and Sentiment Analysis Using AI
Gerardo Martinez Cordeiro, Hanover Research
2:30 pm
Discrete Choice in Marketing through the Lens of Rational Inattention
Sergey Turlo, Goethe University Frankfurt, Germany
3:00 pm
Empowering Market Research with Generative AI: A Paradigm Shift in Consumer Insights
Mohit Shant & Mohd. Faisal, Insights Curry
3:00 pm
Ticket Splitting to Support Democracy? A conjoint experiment analysis
Mitch Lovett, University of Rochester
3:30 pm
Break
Session 4
4:00 pm - 5:30 pm
4:00 pm
Revolutionizing Market Research: Immersive Conjoint Driven E-commerce Replicas as a New Frontier
Tarun Khanna, Rashmi Sharma, & Saurabh Aggarwal, Knowledge Excel
4:00 pm
A Hierarchical Model of Consumer Heterogeneity for Customer Segmentation
Jiae Kim, Ohio State
4:30 pm
Share of Search: The New Crown Jewel or the Emperor’s New Clothes?
James Pitcher & Alexandra Chirilov, GfK
4:30 pm
Product Line Design Using the HDP Model of Heterogeneity
YiChun Miriam Liu, Towson University
5:00 pm
Identifying Winning Feature Combinations with Combined Reach of Item Sets
Alex Wendland & Neli Dilkova-Gnoyke, Factworks GmbH
5:00 pm
Compound Conjoint Analysis: A Charity Use Case
Greg Allenby, Ohio State
5:30 pm
Adjourned
Optional Clinics
5:40 pm
Key Drivers Analysis in LHS
Dean Tindall & Walter Williams, Sawtooth Software
5:40 pm
Machine Learning in Market Segmentation
Keith Chrzan, Sawtooth Software
7:00 pm
Reception at Hyatt Regency San Antonio Riverwalk
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Thursday, May 2
Research Methods Track
Corporate Research Track
Breakouts
8:00 am
Breakfast
Session 1
9:00 am - 10:30 am
9:00 am
Judgement Day: The Machines Have Arrived – But How Good Are They At Answering Choice Experiments
Chris Moore, Cameron Stronge, & Manjula Bhudiya, Ipsos UK
9:00 am
Survey Design with Data Quality in Mind
Emma Gibbons, Ohio University
9:45 am
Comparing AI-Generated Results to Survey Research in CPG Product Pricing
Kathryn Kaul-Goodman, Jacob Nelson, & Edward Paul Johnson, Harris Poll
9:45 am
Which Conjoint Method Should I Use?
Aaron Hill, Sawtooth Software
10:30 am
Break
Session 2
11:00 am - 12:30 pm
11:00 am
Complete Level Overlap with Color Coding: Validation, Extension and a New Super Power
Keith Chrzan & Dan Yardley, Sawtooth Software
11:00 am
Revolutionize your Surveys in Lighthouse using AI and no-code APIs
Saurabh Aggarwal, Knowledge Excel | Mohit Shant, Insights Curry
11:45 am
Using Seeded Items to Improve Express Best Worst Designs
Jon Godin & Megan Peitz, Numerious | Thomas Eagle, Eagle Analytics of California
11:45 am
Conjoint Analysis & MaxDiff Made Easy with Discover
Justin Luster, Sawtooth Software
12:30 pm
Lunch
Session 3
2:00 pm - 3:30 pm
2:00 pm
Comparing Pricing Approaches in Conjoint Analysis
Alexandra Chirilov & James Pitcher, GfK
2:00 pm
Diving, Wading and Doggie Paddling our Way Forward: Transforming the Research and Insights Function at Microsoft in the Age of AI
Barry Jennings, Microsoft
2:45 pm
Yoshimi* Battles the Survey Bots: How you can work to defeat those evil-natured robots in your online survey samples
Leyla Eden, Daniel Barkley, & Trevor Olsen, Numerious
2:40 pm
Freedom of Choice: How to (and not to) Include Configurable Products in Choice Exercises
Tracey Di-Lascio-Martinuk, Bose
3:10 pm
How CBC Helped Coca-Cola Increase Revenue and Market Share
Renata Soares, Coca-Cola (formerly) | Steve Whitelaw, Whitelaw & Co.
3:30 pm
Break
Session 4
4:00 pm - 5:30 pm
4:00 pm
Fairness in Clustering – Opportunities for Application in Market Segmentation
Ming Shan, Hall & Partners
4:00 pm
A New Way to Travel in Urban Environments: Insights from Conjoint Analysis
Ginny Tang & Alex Lowman, Supernal
4:30 pm
Navigating the Social Media Data Landscape: A Quantitative Approach to Insight Generation
Rachin Gupta & Rajat Goel, StatWorld Analytics, LLC.
4:30 pm
Choice Modeling in a Rapidly Changing Tech Startup
Kenneth Fairchild, Tribal Credit (formerly) | Bruce Bastian, Luminim
5:00 pm
Price-Group Estimation Approach for Price Attribute in Choice Models Using Alternative Specific Design (ASD)
Surbhi Minocha, KANTAR
5:00 pm
The Peaks and Pitfalls of Conjoint at Procter & Gamble
David Hengehold, Procter & Gamble
5:30 pm
Adjourned
Optional Clinics
5:40 pm
Discover Your Superpowers: New Discover Features & Future Plans Unveiled!
Justin Luster & Brian McEwan, Sawtooth Software
5:40 pm
Introduction to MBC
Bryan Orme, Sawtooth Software
7:00 pm
Reception at the Alamo
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Friday, May 3
Research Methods Track
Corporate Research Track
8:00 am
Breakfast
Session 1
9:00 am - 10:30 am
9:00 am
Holistic Conjoint
Marco Vriens. Kwantum | Felix Eggers, Copenhagen Business School | Darin Mills, Illuminas
9:00 am
“What do we make of that?” Initial explorations in using AI in research
Dan Penney, Marianne Moran Peterson, & Jimbo Brand, Microsoft
9:30 am
Extracting Meaningful Segments from HB Utilities
Jay Magidson, Statistical Innovations | Jeroen K. Vermunt, Tilburg University
9:30 am
Guest Satisfaction: More Complicated Than You’d Think
Laura Dulude, Universal Destinations & Experiences
10:00 am
Clearing out the Garbage Can: An empirical test of variable selection and data reduction in market segmentation
Stuart Drucker, Advalytics
10:10 am
Improving Upon Non-Conjoint Pricing Questions
Bryan Orme, Sawtooth Software
10:30 am
Break
Session 2
11:00 am - 12:30 pm
11:00 am
Respondent Fatigue in Choice-Based Conjoint – When and how does it affect the results?
Carl Johan Ekstromer, SKIM
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
Quintin Strydom, Major Financial Institution, South Africa | Jacob Badenhorst, & Andries Noeth, Newway Insight
11:30 am
60 Years of Conjoint: Where We Came from and Where We Are
Peter Kurz, bms marketing research + strategy
11:30 am
Texas-sizing Potential Business Actionability & Interpretability with MaxDiff Research
Taylor Wright, HEB
12:00 pm
Tribute to Rich Johnson, Best Paper Presentation, and Closing Remarks
Bryan Orme, Sawtooth Software
12:30 pm
Adjourned
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