Market research tools and techniques are only as good as the people behind them, and ours are the best in the business.

Sawtooth Technologies’ three lead consultants each have 20+ years of experience applying advanced research methods to help companies of all sizes, and in a variety of industries, improve their performance. We take a hands-on approach to designing and executing research studies and transforming information into effective business strategies. Everything we do is designed to help you achieve better results for your business.

Joseph Curry

Joseph Curry


The founder of Sawtooth Technologies, Joe has applied, developed the market for, and taught conjoint and choice-based conjoint techniques throughout his career. As former president of Sawtooth Software, he played a major role in the development and marketing of the Adaptive Conjoint Analysis (ACA) and Choice Based Conjoint (CBC) software systems. He also has conducted conjoint training for consulting firms and companies in nearly every major industry.

Joe was previously a vice president of John Morton Company, a Chicago-based marketing strategy consulting firm. His clients included companies in the high-tech, pharmaceutical, industrial and automotive industries. Joe has been an adjunct professor of marketing at Northwestern’s Kellogg Graduate School of Management.

Joe holds a Ph.D. in Physics and a M.B.A. in Marketing from the University of Chicago.

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Erika Bruhn

Erika Bruhn


Erika has been developing customer-driven strategies for her clients for over 20 years. Her strategic marketing experience includes product development, pricing, brand positioning, segmentation, and brand strategy. Erika has worked with some of the world’s leading companies, including Kraft Foods, Honeywell, Sara Lee, Allstate, General Motors, Quaker Oats, Siemens and Diners Club. She excels at combining business savvy with marketing expertise to develop customer insights that lead to competitive advantage for her clients.

Prior to joining Sawtooth Technologies, Erika contributed her talents to several other marketing consulting firms (The Cambridge Group Edgar, Dunn & Company and John Morton Company), as well as Price Waterhouse’s Strategic Consulting Group, where she addressed strategic, organizational and operational issues for clients leading to improved profitability.

Erika earned a B.A. in Economics and an M.B.A. in Marketing and Finance at the University of Chicago.

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Carol B. White

Carol B. White


Carol has more than 20 years of experience in conducting market research on buyer preferences and needs. Her marketing expertise enables her to assist a wide range of organizations in developing strategies, plans and tactics to meet their business objectives. She focuses on helping clients use market research and information to make strategic decisions and take action.

Prior to joining Sawtooth Technologies, Carol worked at John Morton Company, specializing in the use of conjoint analysis to solve business problems. Projects involve identifying and defining issues, designing and implementing market research, and analyzing and using results to enable clients to make and implement strategy decisions. Carol’s clients have come from a wide variety of industries, including banking, insurance, retail, telecommunications, and higher education. She enjoys the variety that consulting offers and finds that solutions that work in one industry often have surprising application in completely unrelated business sectors.

Carol earned her B.A. in Economics at the University of Michigan and her M.B.A. in Marketing at the University of Chicago.

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John Howell

John R. Howell

Academic Partner

John Howell recently joined the faculty of Penn State University, where he studies quantitative models using Bayesian statistics. His primary research interests involve examining the causal motivators of individual choice. He has done extensive research on the barriers to product adoption and is especially interested in the hidden costs that consumers incur in order to evaluate, purchase, and/or use a product. The work is especially relevant to managers making pricing and promotion decisions.

In his work with Sawtooth Technologies, John enjoys having the opportunity to bridge the divide between academic research and practical application. He ensures that Sawtooth Technologies’ projects use academically robust, cutting edge methodologies serving the needs of marketing research practitioners. His involvement also ensures that his academic research is responsive and in touch with the needs and challenges faced in the business world. John received his PhD from Ohio State University in 2013. 

Prior to joining academia, John worked as a consultant to Sawtooth Software, where he developed conjoint analysis solutions for a wide variety of clients across many industries. John has also worked as a Pricing Analyst and Software Engineer for Novell, Inc.

Mark Little

Mark Little

Director of Technology Services

Mark serves as Director of Technology Services for the Consulting Group.  In this role, he provides customized programming for conjoint/discrete choice, MaxDiff and market segmentation studies and manages all technical aspects of market research projects throughout the data collection phase. Mark is dedicated to finding solutions to even the thorniest and most complex programming challenges.

Prior to joining Sawtooth Technologies, Mark developed Sensus Q&A and Sensus TradeOff software with his company Adaptive Technologies Group (and subsequently sold the rights to Sawtooth Technologies). Mark worked for IBM for over twenty years, with clients such as NASA research centers, banks, and steel manufacturers. His areas of expertise span from mainframes to PCs and system software to expert systems.

Mark earned a B.S. in Operations Research from Case Western Reserve University (Case Institute of Technology).

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Erika Bruhn, Partner
(312) 286-3477
Email Erika