Sawtooth Software, Inc. is a

computer software Software is a set of computer programs and associated documentation and data. This is in contrast to hardware, from which the system is built and which actually performs the work. At the lowest programming level, executable code consists ...

company based in

Provo, Utah Provo ( ) is the fourth-largest city in Utah, United States. It is south of Salt Lake City along the Wasatch Front. Provo is the largest city and county seat of Utah County and is home to Brigham Young University (BYU). Provo lies between the ...

, United States. The company provides survey software tools, and specializes in conjoint analysis. According to the

American Marketing Association The American Marketing Association (AMA) is a professional association for marketing professionals with 30,000 members as of 2012. It has 76 professional chapters and 250 collegiate chapters across the United States. The AMA was formed in from th ...

, Sawtooth Software was ranked fourth in 2005 among software used in

market research Market research is an organized effort to gather information about target markets and customers: know about them, starting with who they are. It is an important component of business strategy and a major factor in maintaining competitiveness. Mark ...

(after

SPSS SPSS Statistics is a statistical software suite developed by IBM for data management, advanced analytics, multivariate analysis, business intelligence, and criminal investigation. Long produced by SPSS Inc., it was acquired by IBM in 2009. C ...

Microsoft Excel Microsoft Excel is a spreadsheet developed by Microsoft for Microsoft Windows, Windows, macOS, Android (operating system), Android and iOS. It features calculation or computation capabilities, graphing tools, pivot tables, and a macro (comp ...

, and

SAS System SAS (previously "Statistical Analysis System") is a statistical software suite developed by SAS Institute for data management, advanced analytics, multivariate analysis, business intelligence, criminal investigation, and predictive analytics. ...

History

In the late 1960s, Rich Johnson, who was then an employee of Market Facts, Inc., developed a technique they called "Tradeoff Analysis". It consisted of questioning respondents about various concepts composed of multiple attributes and comparing the responses to the different concepts. In 1971, Paul Green published an article "Conjoint Measurement for Quantifying Judgmental Data". When Johnson became aware of Green's research, he identified his technique as a variety of conjoint analysis. In the mid 70's, Johnson co-founded the John Morton Company in part to apply computer technology to Tradeoff Analysis. Johnson purchased an Apple II and began to program interviews for use on client projects. Each project was programmed custom for the client. During this time Johnson was fascinated by the ability of the computer to facilitate collection of respondent data. In 1982 Johnson left the John Morton Company and founded Sawtooth Software to pursue creating generalized software for use in marketing research.History of ACA, Richard M Johnson, 2001
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Products

Sawtooth Software has created products for traditional conjoint analysis, as well as discrete choice analysis and other forms of conjoint. In addition are non-conjoint products involving interviewing, perceptual mapping, and cluster analysis.

Conjoint Techniques

* Adaptive Conjoint Analysis (ACA) * Adaptive Choice Based Conjoint (ACBC) * Choice Based Conjoint (CBC) * Conjoint Value Analysis (CVA) * Maximum Difference Scaling (MaxDiff) * Menu-Based Choice (MBC)

Analysis Techniques

* Hierarchical Bayes (HB) * Latent Class (LC) * Logit * Ordinary Least Squares (OLS) * Convergent Cluster & Ensemble Analysis (CCEA) * Composite Product Mapping (CPM) (retired)

General Interviewing Packages

* Lighthouse Studio * Discover * Ci3 (retired)

Relationships

Sawtooth Software maintains relationships with academics and market research organizations such as the

and

ESOMAR ESOMAR is a membership organization for market, social, and opinion researchers that was founded in 1947. The name ESOMAR is an abbreviation of their original name, the European Society for Opinion and Marketing Research, which reflects the orig ...

. Researchers developing new interviewing techniques such as Maximum Difference (Best Worst) have used Sawtooth Software to assist in constructing their projects. In addition to producing products, Sawtooth Software has also hosted a research conference every 18 months in the United States since 1987. The conference is not a sales event, and speakers with contrary opinions or competing products attend and present.

References

External links

Sawtooth Software Homepage
{{Authority control Companies based in Utah 1983 establishments in Idaho Market research organizations Market research companies of the United States Software companies based in Utah Statistical survey software Software companies of the United States Decision-making software