MaxDiff Certification + Intermediate Conjoint Analysis Workshop

Researchers (including marketing, strategy, and 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.
• After the course concludes, you’ll be able to take a certification test to assess your knowledge about MaxDiff. Success on the test leads to a Sawtooth MaxDiff certification that you can add to your digital profile and resume.
• 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.