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We proudly joined our partner, Sawtooth Software, again for their Sawtooth Software Conference in Orlando, Florida on March 23-27, 2015. SKIM Chairman, Dirk Huisman, and Research Director, Jeroen Hardon, opened the conference with their talk on a paradigm shift in consumer choice behavior with the introduction of mobile choice modeling. We also presented a session on Random Regret Modeling; as well as pre-conference and breakout sessions.
Mobile Choice Modeling – a Paradigm Shift
Presenters:
Dirk Huisman, Chairman
Jeroen Hardon, Research Director
Mobile platforms (smartphones and tablets) present a paradigm shift in consumer choice behavior which transcends to choice modeling research, by causing consumer shopping behavior to shift from offline to online. We show how choice modelers can respond to this development by introducing new and practical choice modeling formats to better replicate online consumer shopping behavior.
RUM and RRM – A Great Mix
Presenters:
Kees van der Wagt, Research Director
Jeroen Hardon, Research Director
Different from a Random Utility Model (RUM), a Random Regret Model (RRM) assumes consumers take the context of a choice into account: choosing an option that minimizes regret on a few pertinent options, rather than maximizing utility. For some consumers, RRM may better represent how choices are made. We show how to combine RUM and RRM to yield the best predictive validity.
Find out more about the conference and see the entire program on the Sawtooth Software website!
SKIM and Sawtooth Software
SKIM is the global support partner of Sawtooth Software for conjoint analysis. Whether it concerns SSI, CBC, ACBC, MBC, MaxDiff, HB or whichever Sawtooth Software product: When you purchase software products or updates directly from Sawtooth Software, you will receive free, worldwide technical support from our team, during European office hours. Besides serving as a support partner, we cooperate with Sawtooth on research development and trainings. Also, we have created a few great software tools and add-ons to make your life even easier and help you make the most of your research. Read more about our partnership with Sawtooth, here on our website.
