Schedule at a Glance

Tuesday, May 3

8:00 – 9:00

Breakfast

9:00 – 10:30

AM Session 1

Brian McEwan & Derrick Hyde, Sawtooth Software

Why, When, and How to Use Conjoint Analysis in Your Research - Practical Guidance for Beginners and Experts Alike

Megan Peitz, Numerious

Segmentation and Drivers Analysis

Keith Chrzan, Sawtooth Software

10:30 – 11:00

Break

11:00 – 12:30

AM Session 2

Why, When, and How to Use Conjoint Analysis in Your Research - Practical Guidance for Beginners and Experts Alike (Continued)

Segmentation and Drivers Analysis (Continued)

12:30 – 1:30

Lunch

1:30 – 3:00

PM Session 1

Understanding & Predicting Categorical Outcomes in Marketing Data

Joe Retzer, Acxiom

Practical Conjoint Solutions

Egle Meskauskaite & Jeroen Hardon, SKIM

3:00 – 3:30

Break

3:30 – 5:00

PM Session 2

Understanding & Predicting Categorical Outcomes in Marketing Data (Continued)

Practical Conjoint Solutions (Continued)

7:00 – 9:00

Opening Dinner Reception (at hotel)

Wednesday, May 4

8:00 – 9:00

Breakfast

9:00 – 10:30

Welcome (15 min)

Bryan Orme, Sawtooth Software

Is There an Antidote to the Cheater Epidemic? (45 min)

Deb Ploskonka, Cambia Research | Kenneth Fairchild, Tribal Credit

Welcome to the Machine: Integrating automation into Sawtooth Software to get faster results (30 min)

Nathan Wiggin, Comengage

10:30 – 11:00

Break

11:00 – 12:30

Kano Analysis: A Critical Survey Science Review (45 min)

Chris Chapman & Mario Callegaro, Google

From Information to Customization – How We Help Respondents to Help Ourselves (45 min)

Andrew Elder, Illuminas

12:30 – 2:00

Lunch

2:00 – 3:30

Playing the Long Game in Pricing Research (30 min)

Ben Cortese & Dan Conners, KS&R

Conditional Pricing and Relationships in CBC (30 min)

Derrick Hyde, Sawtooth Software

Harnessing the Power of Conjoint Analysis to Track and Build Brand Premium (30 min)

James Pitcher & Alexandra Chirilov, GfK

An Empirical Comparison of Willingness to Pay Methods (30 min)

Chris Moore & Manjula Bhudiya, Ipsos

Custom Conjoint: Using free format to create your own CBC layout (30 min)

Aaron Hill, Sawtooth Software

3:30 – 4:00

Break

4:00 – 5:00

Opening a Gate or Increasing the Slope: A Comparison of Two Different Ways to Account for Imperfect Information and Access (30 min)

Paul Johnson & Laurie McGrath, Harris Poll

Machine Learning Algorithms for Categorical and Continuous Outcomes: Case Study Involving Soccer Player Performance (30 min)

Luiz Sa Lucas, Independent Consultant

Don’t Waste Time! Using Response Time to Improve the Precision of HB Utilities (30 min)

Trevor Olsen & Megan Peitz, Numerious

Question Loops and Blocks in Lighthouse Studio (30 min)

Derrick Hyde, Sawtooth Software

5:15 – 6:00

Optional Clinic: Sawtooth Software’s Vision for Conjoint Analysis in Our Next Generation Cloud Platform

Bryan Orme, Sawtooth Software

6:00 – 7:00

Reception (Light refreshments, at hotel)

Thursday, May 5

8:00 – 9:00

Breakfast

9:00 – 10:30

Best Practices for Testing Multiple MaxDiff Exercises (30 min)

Mikaela Priest, KS&R

It’s a DCM, Right???  Supporting Growth at Microsoft Through Conjoint Analysis and Other Means (45 min)

Barry Jennings & Dan Penney, Microsoft | Ollie Zimmermann, Known | Thomas Eagle, Eagle Analytics of California

Co-Clustering with Covariates: Maximum insight, minimal effort and with covariates even more actionable (30 min)

Kees van der Wagt, SKIM

MaxDiff: A Client-Based Focus (45 min)

Jeremy Christman, P&G

Profitability and Accuracy in Market Segmentation Typing Tools (30 min)

Marco Vriens, Kwantum Analytics

10:30 – 11:00

Break

11:00 – 12:30

Validation and Extension of Behavioral Calibration Questions to Improve CBC Predictions (45 min)

Bryan Orme, Sawtooth Software | Jon Godin & Trevor Olsen, Numerious

What Is Quant UX Research? An overview, discussion, and AMA
(40 min)

Chris Chapman, Google

Behavioral Conjoint Model with Simultaneous Attribute and Parameter Weighting (45 min)

Peter Kurz, Maximillian Rausch, & Stefan Binner, bms Marketing Research + Strategy

Innovation via Pragmatic & Accessible Insights for PayPal (25 min)

Rama Mallika, Sr., Paypal & Michael Smith, SKIM

That’s What I Want! Using MBC to Identify Product Features Critical to Customer Satisfaction and Delight (25 min)

Tracey di Lascio-Martinuk, Bose

12:30 – 2:00

Lunch

2:00 – 3:30

Variable Selection in Segmentation (45 min)

Keith Chrzan, Sawtooth Software | Joseph White, InMoment

Building a New Product Offering - Google Workspace Individual (45 min)

Liz Dressler, Google

Pros and Cons of Different Conjoint Techniques (45 min)

Aaron Hill, Sawtooth Software

Filter Conjoint and Data Augmentation (45 min)

Alexander Wendland & Stefan Meissner, Factworks

Using MaxDiff to Identify Top Messaging in Raising CMV Advocacy (45 min)

Matthew Scutcher, Moderna | Paul Johnson, Harris Poll

Teaching Conjoint Analysis and MaxDiff in the Classroom (45 min)

Justin Luster, Sawtooth Software

3:30 – 4:00

Break

4:00 – 5:00

Are We Overfitting Our Models with How We Are Estimating Our Price Parameters? (30 min)

Michael Smith, SKIM

Round Table Discussion: Biggest Challenges Facing Corporate Researchers (and Solutions!) (45 min)

The Most Requested Lighthouse Studio Feature and More via the Question Library (30 min)

Zachary Anderson, Sawtooth Software

Thompson Sampling in CBC (30 min)

Isabelle Houck & Remco Don, SKIM

Panel Discussion (15 min)

Tips and Tricks for Building Custom Excel Simulators (30 min)

Kenneth Fairchild, Tribal Credit

5:15 – 6:00

Demo and Overview of Discover 2.0, our Next Generation Cloud Platform Product

Justin Luster, Sawtooth Software

6:30 – 8:30

Reception (Light Dinner & Bar, Margaritaville, City Walk)

Friday, May 6

8:00 – 9:00

Breakfast

9:00 – 10:30

Volumetric Conjoint and the role of assortment size (45 min)

Nino Hardt, SKIM

Using Choice-Based Techniques to Find Your Target Customer (45 min)

Bill Brady, Troomi Wireless | Miklos Kremser, Sawtooth Software

Targeting Customers Who Prefer Your Product: market simulator add-on analyses (45 min)

Keith Chrzan, Sawtooth Software

Vector Autoregressive Modeling of Longitudinal Sales Data Using Simulated Populations Informed by Conjoint Experiments (45 min)

Kevin Lattery, SKIM

Roundtable discussion: best new suppliers, methods, or services that have made a difference to you as a corporate researcher (15 min)

Whirlwind MaxDiff: An overview of the most popular variations (45 min)

Brian McEwan, Sawtooth Software

Best Practices for Obtaining Realistic Willingness to Pay (WTP) Estimates in Conjoint Analysis (30 min)

Bryan Orme, Sawtooth Software

10:30 – 11:00

Break

11:00 – 12:30

Archetypal Analysis and Product Line Design (45 min)

YiChun Miriam Liu, Ohio State University | Peter Kurz, bms Marketing Research + Strategy | Greg Allenby, Ohio State University

Consumer Research for a New Luxury Cruise Brand (45 min)

Andrea Mincione, Explora Journeys | Emilio Zunino, Maiora Solutions

Sensitivity and Search Analysis in Choice Simulator (45 min)

Walter Williams, Sawtooth Software

Tools for Designing Conjoint Survey Experiments in R (30 min)

John Helveston, George Washington University

Van Westendorp’s PSM and Some Improvements (25 min)

Keith Chrzan & Bryan Orme, Sawtooth Software

Customize Lighthouse Studio and Discover Surveys with CSS (25 min)

Justin Luster, Sawtooth Software

Best Paper Presentation, Closing Comments (15 min)

Bryan Orme, Sawtooth Software

Adjourn to ballroom for closing remarks and best paper announcement (15 min)

12:30

Adjourned

Sawtooth Software Conference

Schedule at a Glance

Monday, May 2

Tuesday, May 3

Wednesday, May 4

Thursday, May 5

Friday, May 6

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