Sawtooth Software
| Company type | Private |
|---|---|
| Industry | Software, Market research |
| Founded | 1983 |
| Founder | Rich Johnson |
| Headquarters | Provo , United States |
Area served | Worldwide |
| Products | Survey solutions, Conjoint analysis software, Interviewing software, Perceptual mapping, Cluster analysis |
| Website | www |
Sawtooth Software, Inc. is a computer software firm located in Provo, Utah, specializing in survey solutions with an emphasis on conjoint analysis. In 2005, it was ranked as the fourth leading provider of market research software, following SPSS, Microsoft Excel, and SAS System.
History
During the late 1960s, Rich Johnson, the company's founder, created "Tradeoff Analysis" at Market Facts, Inc., a method designed for evaluating concepts across multiple attributes. Upon reviewing Paul Green's 1971 research on conjoint measurement, Johnson identified his approach as a variant of conjoint analysis.
In the mid-1970s, Johnson became a co-founder of the John Morton Company, aiming to incorporate computer technology into Tradeoff Analysis by programming tailored client interviews on Apple II machines. He departed in 1982 to form Sawtooth Software with the objective of producing comprehensive marketing research software.
Products
The company provides solutions for both traditional and discrete choice conjoint analysis, as well as software for conducting interviews, 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) (discontinued)
General Interviewing Packages
- Lighthouse Studio
- Discover
- Ci3 (discontinued)
Relationships
Sawtooth Software maintains partnerships with academic institutions and professional organizations such as the American Marketing Association and ESOMAR. Its platform has been employed by researchers developing innovative interviewing methodologies, including Maximum Difference (Best Worst) techniques.
In addition to product offerings, Sawtooth Software has organized a biennial research conference in the United States since 1987. This event emphasizes industry knowledge sharing over commercial promotion and features speakers representing a variety of viewpoints and competing technologies.