Sawtooth Software, Inc. is a

computer software Software consists of computer programs that instruct the Execution (computing), execution of a computer. Software also includes design documents and specifications. The history of software is closely tied to the development of digital comput ...

company based in

Provo, Utah Provo ( ) is a city in and the county seat of Utah County, Utah, United States. It is south of Salt Lake City along the Wasatch Front, and lies between the cities of Orem, Utah, Orem to the north and Springville, Utah, Springville to the south ...

, United States. The company provides survey software tools, and specializes in

conjoint analysis Conjoint analysis is a survey-based statistical technique used in market research that helps determine how people value different attributes (feature, function, benefits) that make up an individual product or service. The objective of conjoint an ...

. 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 t ...

, 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. It involves understanding who they are and what they need. It is an important component of business strategy and a major factor in maintaining com ...

(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. Versi ...

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

, 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, and predictive analytics. SAS was developed at No ...

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 their responses to the different concepts. In 1971, Paul Green published an article titled "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 the 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.

Products

Sawtooth Software has created products for traditional conjoint analysis, as well as discrete choice analysis and other forms of conjoint. In addition there 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 global professional association for market research and insights 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 Provo, 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