As development and training partner of Sawtooth Software, we’re excited to host another 3-day SKIM/Sawtooth Software choice modeling workshop in our Rotterdam HQ on 8-10 April 2020. During this three-day workshop we will bring you up to speed on three current and most popular choice modeling research methodologies:

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

In this “hand-on” training, you will create choice surveys and analyze sample data using a team-oriented case study approach. We will provide you with practical solutions, whether you already have some knowledge about Conjoint and Choice Methodologies or you are just getting started in order to improve your consulting practice.

If you don’t already own a license, we will provide a trial license for the purpose of the 3-day training.

Register now

Date: Wednesday – Friday 8-10 April 2020
Time: 9.00 am to 5.00 pm
Location: SKIM HQ, Weena 695, B6.036 Rotterdam, The Netherlands
Workshop fee: €1,450 (excluding VAT, also for non-European countries).
Payment arrangements will be sent via email following registration.

Reserve your seat


Day 1: Introduction to CBC

On this first day, we introduce discrete choice (CBC) analysis through interactive, hands-on training. Below are some of the topics we’ll cover:

  • 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: Intermediate CBC

On day 2, we’ll build upon the concepts learned in the introductory part of the training. You will gain practical experience while creating surveys in Sawtooth Software’s Lighthouse Studio system and analyzing the results. We will go beyond the basics of CBC and will 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: MaxDiff and Adaptive CBC

On day 3, we’ll discuss two of our most popular survey strategies: MaxDiff (best/worst item scaling) and Adaptive CBC. We will cover the following:

  • 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)