Who Should Attend Our highly rated seminars on conjoint analysis, discrete choice modeling, and perceptual mapping are intended for researchers who are interested in these techniques but have had little or no practical exposure to them. These seminars are not training classes for the related software products; rather, the focus of each session is the theory and practice of that particular technique. The seminars are appropriate for companies within either the supplier or the client sides of the research business. Some participants have little or no experience with the technique of interest; others have some exposure to the technique but want to know more about how it works and when it's best used; and some already use the technique, but want to learn more about current theory and applications.