Hosted SKIM/Sawtooth Software Choice Modeling Workshop 2017

We hosted another SKIM/Sawtooth Software workshop in 2017. Being the exclusive partner of Sawtooth Software, we hosted a proven 3-day software training track in Rotterdam, The Netherlands on February 22–24 together with Sawtooth Software.

This intensive three-day workshop gave practical solutions to participants whether they already have some knowledge about conjoint/choice methodologies or just getting started in order to  improve their consulting practice. This workshop covered three current and popular choice research methodologies:

  • CBC (Choice-Based Conjoint),
  • MaxDiff (Maximum Difference Scaling), and
  • ACBC (Adaptive CBC).

Participants created choice surveys and analyzed sample data using a team-oriented case study approach.

Choice Modeling

Choice Modeling Workshop 2017

About Choice Modeling Workshop 2017

Day 1 of 3: Introduction to CBC

This session introduced participants to discrete choice (CBC) analysis through interactive, hands-on training.

  • Conjoint methodology: overview, concepts, and objectives
  • Formulating attributes and levels
  • Designing conjoint experiments
  • Best practices / common mistakes related to CBC
  • Choosing among the four experimental design strategies: Complete Enumeration, Shortcut, Balanced Overlap, and Random
  • Prohibitions: are they universally bad? Testing the impact of modest to severe prohibitions
  • Design Testing: Quick Test vs. more advanced test using simulated respondents. How the advanced test can help with sample size decisions

Day 2 of 3: Intermediate CBC

This session built upon concepts learned in the introductory segments of this training. Attendees also received practical experience creating surveys in Sawtooth Software’s Lighthouse Studio system and analyzing the results. We went beyond the basics of CBC to cover:

  • Analyzing CBC data using Counts, Logit, Latent Class, and hierarchical Bayes (HB)
  • Using market simulators to estimate preference for competitive products in market scenarios, including price sensitivity
  • Conditional Pricing/Display: customizing price ranges and concept display without the use of prohibitions
  • Introduction to Alternative-Specific Designs

Day 3 of 3: MaxDiff and Adaptive CBC

This session introduced participants to two of our most popular survey strategies: MaxDiff (best/worst item scaling) and Adaptive CBC.

  • Designing, programming, and analyzing MaxDiff experiments
  • MaxDiff Analyzer tool and TURF analysis
  • Benefits and motivation for Adaptive CBC (ACBC)
  • Designing, programming, and analyzing ACBC studies
  • When to use non-adaptive CBC and Adaptive CBC (ACBC)

Want to know more? Don’t hesitate to give us a call or drop an email!