CATI/Mixed Mode Hosting Services

Remote Apps:

We can host your CATI/MixedMode surveys and provide RemoteApps for your Interviewers and Supervisors. RemoteApps are small size (about 4kb) “rdp” files that would connect to our hosting Server and launch the Interviewer or Supervisor application on your system and give you access to your studies.RemoteApps are platform-independent and as such can be run on any operating system. Interviewer and Supervisor RemoteApps can be run from any location in the world provided users are connected to the Internet.

Hosting Fees:

There is an initial hosting fee of $1,000.00 (One thousand dollars) and then $2.00 (two dollars) for every completed interview.

Contact STI Technical Support for more information.


Questionnaire Programming Services

Let us program your survey using the Sensus Web questionnaire authoring application. We implement the most efficient & logical instruction sets to build future surveys upon, so that you can get the best out of our application!

Sensus Web Questionnaire preview mode Sensus Web questionnaire programming

We offer reasonable and affordable pricing and are based on the number of questions and complexity of logic required. Contact us today for a quote!

 

CONSULTING

Erika Bruhn, Partner
Email Erika
Tel: +1 312-286-3477

Carol White, Partner
Email Carol
Tel: +1 847-475-6202

Backroom Services
Email Us
Tel: +1 847-239-7300

SOFTWARE

Request Demo/Quote
Email Us
Tel: +1 847-239-7300

Support
Email support
Tel: +1 847-239-7300

GENERAL

Sawtooth Technologies, Inc.
1500 Skokie Blvd., Suite 510
Northbrook, IL 60062

Tel: +1 847-239-7300
Email us
Fax: +1 847-239-7301

Hours
8:30am-9pm CST Mon-Fri
9:00am-5:00pm CST Sat

Overview

Sawtooth Technologies is a recognized leader in the application of advanced quantitative market research techniques. We shed light on your market through insights that lead to effective strategies for complex business issues.  

Our services include:

  • Conjoint Analysis / Discrete Choice –  Conjoint analysis is a marketing research technique that marketers use to determine what features a new product should have and how it should be priced. It provides critical insights into customers’ decision-making processes, allowing you to model market preferences for virtually unlimited combinations of features, services, benefits and pricing in a competitive context.
  • Segmentation – Identifies common characteristics among customers, enabling you to develop strategies and tactics that target specific market segments.
  • Customer Satisfaction Modeling – Develops an interactive model that predicts how potential actions will affect customer satisfaction, identifying avenues that create the greatest leverage for improvement.
  • MaxDiff – Identifies the “best” of many alternatives from the customer’s perspective, allowing you to prioritize a set of concepts, features, benefits, or packaging options.
  • Design & Programming Services – Provide backroom services for those who just need help in designing a conjoint/discrete choice or MaxDiff exercise, programming/hosting the exercise, estimating utilities/MaxDiff scores, and creating simulation models.

>> Follow us on Twitter for the latest from Sawtooth Technologies Consulting.

 

At Sawtooth Technologies, we speak conjoint so you don’t have to.

We give market research companies and in-house market research departments a seamless way to offer conjoint analysis, discrete choice and MaxDiff services to their external and internal clients. Our dedicated team will:

  • Design the conjoint, discrete choice, or MaxDiff exercise
  • Program and host the entire survey or just the exercise
  • Estimate conjoint/discrete choice utilities or MaxDiff scores
  • Build and deliver a conjoint/discrete choice simulation model

In addition, we can:

  • Perform preference-based segmentation or TURF analysis (optional)
  • Provide data analysis assistance

Our backroom services are an efficient and cost-effective way to make these state-of-the-art advanced research techniques available to your clients.

When it comes to conjoint analysis and discrete choice, our expertise is unparalleled

Conjoint Consulting Services

What sets our consulting practice apart is our passion for solving challenging business problems. Our consultants use conjoint analysis and other advanced market research techniques that are all designed to do one thing: help you get better business results. Our conjoint consulting services team will partner with you to:

  • Get to the heart of your business questions
  • Determine whether conjoint analysis or some other technique meets your project objectives
  • Design, implement, and analyze the project
  • Work jointly with you to integrate the results into your decision-making process

Conjoint analysis is the heart of our tool kit. Conjoint projects are often complex, multi-layered endeavors. At Sawtooth Technologies, we take a customized consulting approach to meet your business objectives and desired outcomes. We know the ins and outs of conjoint in all its different forms and we push the limits of market research to unlock solutions you may never have imagined.
Our lead consultants have been using conjoint analysis to answer business questions for decades and have taught the technique at top business schools. No one in the industry can match Sawtooth Technologies’ breadth and depth of experience with these types of studies.

We have broad expertise across markets and product categories.  Our experience includes:

  • National and international studies
  • B2B and consumer markets
  • Product-driven and service-driven businesses

Sawtooth Technologies, Inc. was founded in 1995 as an offshoot of Sawtooth Software, which has provided conjoint analysis services and related software since 1983.

How will your market respond to your future product offerings? Call us to discuss the rich insights conjoint can deliver.

If you’re experienced with the technique, and seeking only programming services, click here.

The conjoint process is designed to turn your objectives and desired outcomes into effective product and service strategies.

What is Conjoint Analysis?

Conjoint is a powerful approach to product development and pricing, because it’s like having countless test markets in a single study. A conjoint model can predict market outcomes from product modifications or completely new products, assess the impact on competitors, and understand how different market segments respond to those changes. The simulation model outcomes, coupled with your understanding of the realities of your business (cost considerations, operational constraints or efficiencies, etc.), allow you to make product decisions based on market insight.

The Input: Designing the Conjoint / Discrete Choice Approach

There are many ways to conduct conjoint analysis, and at Sawtooth Technologies, we believe that conjoint is both art and science. We are well versed in traditional and cutting-edge conjoint methodologies, and we have the all-important experience to know when to keep it simple and when and how to customize a conjoint design.

The approach we design for you is based on meeting your specific objectives. We start by digging deep to understand your business environment and the decisions you face. Then we design a specific conjoint approach, including technical decisions such as the conjoint methodology to use. The product or service features to be tested (“attributes and levels”) are developed and precisely worded. The combination of the conjoint methodology and attributes will result in the nuanced information you need to make vital decisions about your products and services.

The Process:  Learning What’s Important to the Market

Conjoint analysis involves breaking down a product or service into its component parts—its features and pricing—in order to understand the tradeoffs the market makes among those features.  In a conjoint survey, we show respondents a set of offerings—each described by typical product and service attributes—and ask which they prefer. By asking a series of these questions, and analyzing the underlying patterns of response, conjoint uncovers respondents’ true preferences—not just what they say they want, but what they prefer when they have to make choices and trade-offs.

The Output:  Developing Strategies from the Conjoint Simulation Model

Based on respondents’ answers to the conjoint questions, we derive their “utilities,” or their underlying value system for the product features and pricing. These utilities become the basis for creating a simulation model that allows you to ask “what if” questions. (How will the market respond if we extend our warranty?  What if we upgrade the performance of the product?  What if we upgrade performance and also increase price by 10%?  What if we introduce a second, lower-priced version of our product?)

The simulation model gives you the ongoing ability to assess the potential impact of possible changes to your product or service—or changes made by competitors—over months or even years.

See an example of how we use conjoint to determine optimal product strategies.

 

When it comes to conjoint analysis / discrete choice*, Sawtooth Technologies combines the latest tools, decades of experience, and sound strategic thinking.

Our passion is solving challenging business problems, and conjoint is the heart of our tool kit. Conjoint projects are often complex, multi-layered endeavors. At Sawtooth Technologies, we find the right approach for you based on your business objectives and desired outcomes. We know the ins and outs of conjoint in all its different forms, and we push the limits of market research to unlock solutions you may never have imagined.

We are hands-on people who are committed to doing things right. Our consultants apply decades of experience and the latest research techniques to ensure that your study:

  • Is designed specifically for your market
  • Is executed using best practices
  • Yields actionable results
  • Provides information that remains relevant for years

    Whether you need a customized conjoint / discrete choice consulting project, back-room services or training, Sawtooth Technologies can provide it. No other conjoint analysis provider can match Sawtooth Technologies’ breadth and depth of experience with these types of studies.

    *Discrete Choice vs Conjoint - Conjoint Analysis comes in many “flavors” and goes by many names. Discrete choice is an important and popular form and, therefore, has become a commonly used term.

    Find out more about how conjoint analysis works, see an example, or view representative case studies to learn how we use this powerful technique to make a difference for clients.

     

    Conjoint / Discrete Choice Analysis: An Example

    A simplified conjoint analysis example follows for the market for cellular telephone plans. The example walks through an illustrative conjoint question that respondents would see as well as illustrative modeling scenarios.

    Respondent Survey:  Example Conjoint Question

    Assume that study participants are asked to trade-off the features and pricing for various cell phone plans. A typical conjoint question asked of respondents might look like the following:

    Which of the following cell phone plans do you prefer?
    1400 minutes1000 minutes800 minutes
    Unused minutes rollover for one monthNo rollover of unused minutesUnused minutes rollover for one year
    New phone every yearNew phone every two yearsNo new phone
    Nights and weekends count toward monthly minutesFree nights and weekends (do not count toward monthly minutes)Free calling to top 5 contacts
    Costs $100 per monthCosts $75 per monthCosts $60 per month

    Respondents are asked a series of these questions where they must trade-off the features and pricing of the various plans to select the offering they most prefer. The pattern of responses is analyzed for each respondent in order to determine the underlying value system (or “utilities”). The conjoint simulation model is then built based on these utilities and allows for “what if” testing of any combination of features and pricing, whether or not that combination was shown in the survey. Conjoint analysis example modeling scenarios follow.

    Simulation Model: Example “What If” Scenarios

    This simplified example shows the model output for the client plan and two competitive plans. (Note that an actual model of this sort would almost certainly include a portfolio of products for each competitor.) The model predicts the following preference shares for the client’s current cell phone plan and major competitive plans:

    Plan:Client PlanCompetitor Plan ACompetitor Plan B
    DescriptionClient brandCompetitor ACompetitor B
    1200 minutes800 minutes800 minutes
    No rollover unused minutesUnused minutes rollover for 1 monthNo rollover unused minutes
    New phone every 2 yearsNew phone every 2 yearsNo new phone
    Free nights and weekendsFree nights and weekendsFree calls to top 5 contacts
    $80 per month$65 per month$60 per month
    Model Results (predicted preference share)25%35%40%

    Once these base preference shares are determined, the simulation model is used to test changes to the client’s plan in order to predict market response. Three example “what if” scenarios follow.

    Scenario 1 – Pricing Strategy

    What if the client decreased its service plan price by $5 per month? Would the plan become more competitive?  In the conjoint analysis example below, when the client’s service plan price is decreased by $5, the predicted preference share increases from 25% to 30%. Share is drawn from both competitive plans.

    Plan:Client PlanCompetitor Plan ACompetitor Plan B
    DescriptionClient brandCompetitor ACompetitor B
    1200 minutes800 minutes800 minutes
    No rollover unused minutesUnused minutes rollover for 1 monthNo rollover unused minutes
    New phone every 2 yearsNew phone every 2 yearsNo new phone
    Free nights and weekendsFree nights and weekendsFree calls to top 5 contacts
    $75 per month$65 per month$60 per month
    Model Results (predicted preference share)30%33%37%

    Scenario 2 – Feature Enhancement Strategy

    What if the client enhances the features of its service plan? Does its plan capture more share? In the example below, when the client’s plan features are enhanced, the predicted preference share increases from 25% to 35%. Share is drawn primarily from Competitor Plan A, the other feature-rich plan. 

    Plan:Client PlanCompetitor Plan ACompetitor Plan B
    DescriptionClient brandCompetitor ACompetitor B
    1200 minutes800 minutes800 minutes
    Unlimited minutes rollover for 2 monthsUnused minutes rollover for 1 monthNo rollover unused minutes
    New phone every yearNew phone every 2 yearsNo new phone
    Free nights and weekendsFree nights and weekendsFree calls to top 5 contacts
    $75 per month$65 per month$60 per month
    Model Results (predicted preference share)30%33%37%

    Scenario 3 – Portfolio Strategy

    What if the client introduces a second product to compete with the lower priced competitive products? Does total share increase across the two client plans? In the example below, when the client adds a lower priced plan, the predicted preference share increases from 25% (for the original plan) to 46% (for both plans), drawing share primarily from Competitor Plan B. While the new service plan draws some share from the client’s higher priced plan, the total predicted share significantly exceeds that of the previous strategies tested.

    Plan:Client PlanClient Plan 2 (new)Competitor Plan ACompetitor Plan B
    DescriptionClient brandClient brandCompetitor ACompetitor B
    1200 minutes800 minutes800 minutes800 minutes
    No rollover of unused minutesNo rollover of unused minutesUnused minutes rollover for 1 monthNo rollover unused minutes
    New phone every 2 yearsNo new phoneNew phone every 2 yearsNo new phone
    Free nights and weekendsFree nights and weekendsFree nights and weekendsFree calls to top 5 contacts
    $80 per month$60 per month$65 per month$60 per month
    Model results (predicted preference share)28%18%30%24%

    While countless scenarios may be tested, Sawtooth Technologies has the expertise to focus in on the strategies that result in the greatest leverage for your business.  To determine the optimal strategy, estimated costs and profits can also be included in the analysis.

    For the conjoint basics please read “Understanding Conjoint in 15 Minutes,” By Joseph Curry, President and Founder of Sawtooth Technologies.

    Simplified, Higher Productivity Interviewing

    The Start Window shown here displays at the interviewing station before each call attempt. It shows the call history for the sample record to be dialed next. For each study, supervisors can give interviewers the options to retrieve records from the database, transfer records to other interviewers, or review the callback queue. Rapid Dial is being used here. Interviewers simply press hot keys to automatically record dispositions for answering machine, busy, disconnect, fax/modem, or no answers call attempts.

    WinCati lets you provide interviewers with everything they need to know to conduct an interview, including question-specific help. WinCati also lets you customize questions by inserting information respondents provide earlier in the interview or any information about the respondent that is contained in the sample database.

    WinCati Call Disposition screen shows interviewers dispositions that are appropriate for the point where the interview is terminated. WinCati automatically records dispositions for disqualifications, full quotas and completes. To assist interviewers in scheduling callbacks, WinCati’s Schedule Callback screen displays the calling dates, days and times for the study, provides a calendar and automatically adjusts the respondent’s time to that of your call center. WinCati Continue/Logoff lets interviewers record messages that can pass along important information about call attempts to interviewers or supervisors.

    Interview Monitoring

    You can monitor which interviewers are interviewing at which stations by displaying the Log On Status Window from the supervisor station. You can use our built-in Super View feature to conduct on-screen monitoring of interviews in progress. Super View also lets you rate interviewers using your own rating scales and criteria. WinCati’s Supervisor application lets you run interviewer productivity and ratings reports to evaluate and compare interviewers’ performance.

    Training On-Line

    Sawtooth Technologies provides online training for users who need assistance getting started or who have projects to field immediately.

    Sawtooth Technologies’ WinCati and Sensus Web training are designed to maximize your productivity as quickly as possible. We offer comprehensive and affordable training to ensure that you get the most out of our products. We can also customize courses to suit individual requirements.

    Trainings are offered on an as needed basis. This flexibility lets you be trained around your schedule.

    Training Fees

    To schedule training contact Sarah Scantlin at (847) 239-7300 or Email.


    Training Price
    1 Day (3-hour session) for Sensus Web, WinCati or CCM $300

    Sawtooth Technologies products are priced to suit your needs.

    Use our WinCati Price Calculator below for a specific quote.


    WinCatiRegularAcademic
    Evaluation System (includes Sensus 75, supervisor station and 1 interviewing station)RequestRequest
    Base (includes Sensus 500 and supervisor station)$6,000$6,000
    Stations  1 to 25 (per station)$1,000$800
    Stations 26 to 50 (per station)$700$600
    Stations 51 or more (per station)$400$300
    Additional supervisor stations (per station)$100$100
    First year technical supportFreeFree
    Annual maintenance fee after first year20%20%

    The full purchase price of any WinCati System can be applied as a credit toward the purchase of a larger-sized system of the same type and version. The annual maintenance fee is charged after the first year and covers continued use of the system, technical support and system updates within the current version.

    Options


    Sensus Unlimited Regular Academic
    Per installation (regardless of number of stations) $2,000 $2,000
    Mixed Mode
    Per installation (regardless of number of stations) $10,000 $10,000
    Interview Record/Sound Play
    Per station (requires analog modem or SIP Voice-Over-IP System) $200$180
    Proactive Dialing
    Per station (requires Way2Call Hi-Phone Desktop external modem or SIP Voice-Over-IP system) $300 $200
    Predictive Dialing
    Per station (requires Marketing Systems Group Pro-T-S dialer) $500 $400
    Super View
    Per station (Not available for cloud systems or SaaS.) Included Included

    WinCati Price Calculator


    You can use this calculator to compute the system price for your organziation.
    Number of Interviewing Stations  
    Number of Supervisor Stations  
    Academic License  
    CATI/Web Mixed Mode  
    Unlimited Variables Version of Question Authoring System
    (500 Variables Version Standard)
     
    Options: (enter the number of interviewing stations requiring each option)
    Number of Interview Record Stations  
    Number of Proactive Dialing Stations  
    Number of Predictive Dialing Stations  
    WinCati Unit Price Your System Price
    Base (includes Sensus 500) $6,000 $6,000
    1 to 25 interviewing stations $1,000 $1,000
    26 to 50 interviewing stations $700
    51+ interviewing stations $400
    First Supervisor station Free Free
    Additional Supervisor Stations
    Mixed Mode
    Interview Record
    Proactive Dialing
    Predictive Dialing
      Your System Price
    WinCati Initial Licensing Total $7,000
    Annual Maintenance Fee After First Year $1,400

    Pricing and Guarantee

    • Academic discount
    • Trade-up credit
    • Payment plans available
    • Technical Support
    • On-site installation and training available
    • Sixty-day money-back guarantee
    • Available for Immediate download

    WinCati’s study navigation window guides you through the set-up, monitoring and reporting processes.

    All of the functions you need for creating and monitoring the progress of a study can be accessed from this window. You can password-protect studies to limit access to both the study setup and reports.

    Windows for defining study specifications are arranged in a “tab view”. You enter each set of specifications by clicking on the appropriate tab then using the window that displays to set up the specifications.

    You can import sample into WinCati’s sample database from a wide variety of formats. You can save layout specifications to save time when importing sample from the same source in the future.



    Each piece of sample is stored as a record in the study’s sample database. The record, as shown here, contains contact information, any custom fields you define, information indicating its dialing status, and a history of all call attempts. You can view, edit, search, or copy records in the database.

    Overall, you’ll find setting up studies with WinCati to be quick, powerful, and uncomplicated.

    Create Simple to Complex Questionnaires

    • Sensus, the questionnaire-authoring component of WinCati, is both straightforward and powerful. It lets you create simple questionnaires easily and yet it is flexible enough for even the most complex questionnaires.
    • Sensus can handle all common question types, such as single response, multiple response, numeric, open-end, and constant sum. It can also handle more complex question types such as rosters and grids.
    • Branching can be as complex as you need; you can skip based on previous responses, combinations of responses, and even computations. Sensus lets you display responses to questions in later questions, so you can customize interviews to pique respondent interest.
    • With Sensus, you have complete control over screen formatting for your questionnaire: You can place question and response text anywhere on the screen and use color and type fonts to guide interviewers.

     

    Advanced Capabilities

    Sensus has special features and efficiencies designed for researchers with advanced needs.

    • Sensus’ powerful list-handling capabilities let you ask questions repetitively with minimal setup.
    • You can construct customized lists for each respondent based on prior answers, and then ask additional questions based on an item on that list.
    • You can construct rosters where you ask a series of questions for each member of a list.
    • You can randomize choices within questions, questions within blocks of questions, and blocks of questions within questionnaires.
    • You can create and administer multilingual studies and interviewers can switch between languages at any point during the interview.
    • You can write macros to create your own custom functions for use throughout a questionnaire.
    • With WinCati’s sound option, you can include commercial jingles or other sound bites as part of the interview and record entire interviews.

    WinCati is powerful, expandable and rigorous.

    WinCati is used by not-for-profit, government, academic and market research organizations around the world. It provides a singular combination of features, expandability, and value that delivers rigorous, cost-effective research.

    WinCati works for you like an expert supervisor. It makes thousands of decisions every second to ensure that your studies are administered rigorously and to your exact specifications.

    • WinCati incorporates mainstream PC hardware and software. Compatible and inexpensive equipment, software tools, and system support are readily available.
    • WinCati operates on a local area network (LAN) or in the cloud.
    • WinCati supports voice over IP (VoIP) phone systems to lower your interviewing costs and Microsoft's Remote Apps (RDP over VPN tunnel) to give you the option of having supervisors and interviewers work onsite or from home.
    • WinCati Technology Features - Sawtooth Technology
    • WinCati's mixed-mode interviewing, interview record/sound play and automated dialing options extend your system's capabilities while lowering your costs.
    • WinCati adheres to the research standards set by the American Association of Public Opinion Research and the Centers for Disease Control and Prevention.
    • WinCati offers active features to help you stay FCC 2015 TCPA compliant.

    WinCati offers:

    Powerful Interviewing WinCati’s interviewing software lets you create simple questionnaires quickly and complicated questionnaires efficiently. Its drag-and-drop questionnaire authoring interface requires no special programming skills.
    Quick/Easy Study Setup WinCati is an advanced CATI system that lets you set up complex studies with tight deadlines using your existing staff. You don’t have to turn away quick turn-around studies or field them on paper.
    Intelligent Administration WinCati works for you like an expert supervisor. It makes thousands of decisions every second to ensure that your studies are administered rigorously and to your exact specifications.
    Productive Dialing Options WinCati’s Rapid Dial can increase interviewer productivity 10-20% at a substantially reduced cost compared to traditional dialers.
    Pre-Defined Reports WinCati’s built-in reports give you all the information you need to effectively manage a study - there’s no setup. And, it is the first CATI system to compute the American Association of Public Opinion Research (AAPOR) outcome rates.
    Ease of Learning WinCati is deceptively simple. We’ve done the hard work for you by designing a sophisticated system that is uncomplicated and intuitive. Supervisors can be trained in hours, rather than days; interviewers can be trained in minutes, rather than hours.
    System Integration/ Custom Reports At WinCati’s core is an ODBC compliant Sybase database engine.  This means you can use SQL commands to bring sample or information you have directly into WinCati from another ODBC compliant database or transfer data from WinCati to ODBC compliant systems to create your own custom reports.
    VoIP Integration WinCati’s built-in Session Initiation Protocol (SIP) control lets you save money by integrating WinCati’s automated dialing with a voice over IP (VoIP) telephone system thus lowering your phone bill and eliminating the cost of a traditional phone system.
    Staff Flexibility WinCati is compatible with Microsoft's Remote Apps which solves the problem of adjusting your calling capacity to fluctuations in your workload by letting interviewers and supervisors work remotely from home via the Internet.
    Expandability With WinCati, you can start at the level of investment appropriate for your organization and then expand as you grow.
    CATI/Web Mixed Mode With WinCati’s Mixed Mode option, you can do pure CATI, pure Web, or combined CATI/Web interviewing. No other system is as fully integrated.
    User Benefits Users and reviewers alike have cited the power of our products, their ease-of-use, our outstanding documentation, and our responsive customer support.
    Affordability WinCati offers you a world-class CATI system at an affordable price. It also offers more standard features than any other system.
    Value Overall, WinCati provides the best CATI value anywhere. This means you can offer your clients responsive services and quality data and still win bids.

    Remote Apps (Interviewer/Supervisor Application)

    Our WinCati applications can be used by interviewers and supervisors working remotely or off-site. The WinCati Supervisor and WinCati Interviewer applications can be centrally hosted on-site and accessed from remote locations as a RemoteApp application. RemoteApps use secure connections to a Terminal Server where multiple instances of the application are launched and available over the internet back to the remote user; this is called “Session Virtualization” and is NOT resource intensive.

    Terminal Server

    Remote desktop licenses or CALs are required add-ons for the Microsoft Windows Server operating system (not sold by Sawtooth) for each workstation you wish to use a remote connection with. After the CAL licenses are purchased for your Terminal Server, you are ready to configure any WinCati application installed on that server as a “RemoteApp!

    Converting an application into a RemoteApp means that you can launch it from any location with a secure internet connection and no installation is required on the remote computer.

    Thinstuff XP/VS Terminal Server for Windows by Thinstuff

    If you don’t already have a Microsoft Terminal Server or don't want to go through the trouble of setting one up, you can purchase an alternative from our partner at Thinstuff. Using their application called Thinstuff XP/VS Terminal Server for Windows, you can turn any Windows system into a full-blown Remote Desktop Server!

    Visit their website (https://www.thinstuff.com) for more information or contact our sales team for a quote.

    Add WinCati's Capabilities To Your Qualtrics Survey System

    WinCati's Call Center Manager lets you use WinCati's powerful Supervisor and Interviewer Applications to manage your call center and Qualtrics to create and conduct your surveys. They work seamlessly together.


    Click for video
    Click for video

    Call Center Manager Lets You

    • Combine call center activities into one system
    • Administer surveys using Qualtrics
    • Conduct phone only, Web only, and
      phone/Web mixed-mode surveys
    • Conduct scientific surveys such as Political Polls
    • Choose between a local area network or cloud-based solution

    Call Center Manager Gives You

    • Integrated sample database
    • Automated sample management
    • Quota control
    • Integrated email messaging system
    • Call disposition monitoring
    • Automated dialing
    • Outbound and inbound calling
    • On-screen Interviewer monitoring
    • Interviewer productivity reports
    • Features to help you stay FCC 2015 TCPA compliant

    To request a demo or price quote, email us, call 847 239 7300 or click

    Request Demo/Quote

    Pricing and Guarantee


    You can use this calculator to compute the system price for your organziation.
    Number of Interviewing Stations  
    Number of Supervisor Stations  
    Academic License  
    Options: (enter the number of interviewing stations requiring each option)
    Number of Interview Record Stations  
    Number of Proactive Dialing Stations  
    Number of Predictive Dialing Stations  
    Call Center Manager Regular
    Price
    Academic
    Price
    Your System Price
    Base $10,000 $10,000 $10,000
    1 to 25 interviewing stations $1,000 $800 $1,000
    26 to 50 interviewing stations $700 $600
    51+ interviewing stations $400 $300
    Additional Supervisor Stations $100 $100
    Interview Record $200 $180
    Proactive Dialing $300 $200
    Predictive Dialing $500 $400
      Your System Price
    Initial License and Support Fee $11,000
    Annual License Renewal and Support Fee After First Year $2,200

    • Sixty-day money-back guarantee
    • On-site installation and training available
    • Available for Immediate download

    Sawtooth Technologies offers software, training, and support so you can conduct affordable, best practices survey research.


    WinCati

    Full telephone
    interviewing automation,
    executed with the
    intelligence of a best
    practices researcher.

    Learn More »

    Sensus Web

    Web interviewing
    offering advanced
    questionaire authoring
    capabilities and an
    integrated set of time and
    cost savings features.

    Learn More »

    Mixed Mode

    True telephone/web
    interviewing integration.

    Learn More »

    Call Center Manager

    Automated sample management, quota control and mixed mode interviewing for Qualtrics® call center users.

    Learn More »

    News and views shared with key players in the industry

    The Market Research Industry is replete with valuable information and insight, and of course Sawtooth Technologies contributes regularly to the knowledge base of our peers and research professionals throughout corporate business. Some of this work also goes beyond market research, into such arenas as human resources or other constituency bases where advanced research techniques are applied for information gathering and strategy development.

    In an effort to keep our clients and other interested parties up-to-date on the latest in advanced research, we have created this page of valuable links as a portal to our contributions in this world. Included here will be articles and resources from industry publications, blogs and forums where professionals from Sawtooth Technologies have contributed and/or taken part. We will update and add to these postings on a regular basis to keep you as informed as possible.

    You can also visit our Consulting Blog, which contains our news and views on advanced research techniques and their applications in market research and beyond. In our blog we regularly post new insights from our industry experts, a valuable resource designed to showcase our in-house expertise and the dynamic solutions we bring to marketing professionals.

    Together these two resources constitute a growing library of the very best ideas, developments, resources and results in the universe of advanced market research from Sawtooth Technologies.

    Sensus Web and Web Services

    Sensus Web offers advanced survey authoring features with integrated email and online data management tools.  The prices shown are for up to 10 users at a single site.

    Use our Sensus Web Price Calculator for a specific quote.

    Sensus WebRegularAcademic
    Evaluation System (up to 75 questions/variables)CallCall
    Sensus System 250 (up to 250 questions/variables)$3,000$2,500
    Sensus System 500 (up to 500 questions/variables)$6,000$5,000
    Sensus Unlimited (unlimited questions/variables)$9,000$7,500
    First year technical supportFreeFree
    Annual maintenance fee after first year20%20%

    The full purchase price of any Sensus Web System can be applied as a credit toward the purchase of a larger-sized system of the same type and version. The annual maintenance fee is charged after the first year and covers continued use of the system, extended technical support and new version releases.

    Sensus Web Pricing Calculator

    You can use this calculator to compute the price and annual maintenance fee for your system.
    Select your system size:
    Sensus System 250  (up to 250 questions/variables)
    Sensus System 500  (up to 500 questions/variables)
    Sensus Unlimited  (unlimited questions/variables)
    Academic Discount
    Sensus Web Your System Price
    Annual Maintenance Fee After First Year
    * Multi-User License for Up to 10 Users

    Pricing and Guarantee

    • Full trade-up credit
    • Payment plans available
    • Sixty-day money-back guarantee
    • Available for Immediate download

    Hosting

    Sawtooth Technologies provides hosting services with servers based in the US and the Asia pacific region.

    STI HostingPrice
    Base charge (deployment and 1000 completed interviews)$1000
    Each additional 1000 completed interviews$300
    Each additional month of deployment$300

    Training

    Live online training is available for Sensus Scripting & Web Deployment training.

    Training Online
    1-day Training (3-hour session) $300

     

    System Requirements

    Sensus Web requires a PC running Windows for creating surveys and working with respondent data. Sensus Web also requires that you have the Internet Information Services (IIS) and Internet Explorer installed on your PC. A high-speed Internet connection is recommended for deploying questionnaires, coding and editing data online, and downloading respondent data.

    For hosting surveys, Sensus Web server requires a Windows server with IIS installed. The server must permit the installation of third-party applications. This may be a virtual server. Sensus Web cannot be used with Microsoft Remote Apps or directly over VPN. You can RDP to another workstation to work from as an alternative.


    Sensus Web Configuration

    Component Minimum Requirements
    Questionnaire Authoring
    station (client component)
    Processor: Pentium III 1 GHz (32-bit / 64-bit)
    RAM: 1 GB
    Hard Drive: 1 GB

    Operating System: Microsoft Windows

    Supported versions:

    • Windows XP SP3**
    • Windows Vista
    • Windows 7
    • Windows 8.1
    • Windows 10

    **Sensus questionnaire-authoring stations cannot run on Windows XP Home Edition, which does not permit the installation of IIS

    Additional Windows components required:
    • Internet Information Services (IIS) v5.1 or above
    • ASP .NET 2.0 or above
    Sensus Web
    Server (server component)
    Processor: Pentium IV 2 GHz(32-bit / 64-bit)
    RAM: 2 GB
    Hard Drive: 1 GB

    Operating System: Microsoft Windows Server

    Supported versions:

    • Windows Server 2003
    • Windows Server 2008 R2
    • Windows Server 2012
    • Windows Server 2016
    Additional components required:
    • Internet Information Services (IIS) v6.0 or above
    • ASP .NET 2.0 or above
    • FTP or FTPS (FTP over SSL)

    Optional:

    • SMTP/ESMTP mail server
    • SSL (HTTPS)
    • CALs for RDP connection

     

    Sensus Web’s design is based on years of experience with computer-assisted interviewing.

    The result is an uncomplicated system that brings the power of CATI interviewing to the Web. Sensus Web goes beyond the limits of other systems to offer you easier access to greater functionality. Its accessible, extensive capabilities make Sensus Web the best value on the market.

    From survey design to deployment, and quota control to online analysis, Sensus Web delivers the features researchers want and need.

    Sensus Web Features       

    Studies

    • Unlimited Studies
    • Archiving, backup and retrieval

    Respondent Access

    • Runs with standard browsers
    • Respondent IDs and passwords to ensure appropriate, non-duplicated respondents

    Client Online Access

    • Completes by quota/date
    • Summary statistics
    • Marginals counts
    • Statistics by variable
    • Two-way crosstabs

    Survey Capabilities

    • Surveys ranging from standard scroll down form surveys to those with complex skipping, list handling, and multimedia requirements
    • Survey length limited only by size of purchase
    • Complete control of screen format, color, bolding, underlining, fonts, and font sizes
    • Categorical, numeric, pick lists, constant sum, rank order, analog, open-ended responses
    • Formatted numeric responses for input such as telephone numbers and zip codes
    • Grids with rows and column randomization
    • Skips/branches of any complexity
    • Arithmetic and date/time computations
    • Randomization of answer choices/questions/blocks of questions
    • Restore previous answers into question text
    • Advanced list handling and customized lists
    • Rostering
    • Exchange respondent information between sample record and interview
    • Link to other Web sites as part of interview, including to online conjoint analysis surveys
    • Images and graphics
    • Sound Play

    Survey Authoring Aids

      Sensus Templates
    • Templates
    • Question tree
    • Question Preview
    • Skip logic diagram
    • Cut & Paste text and lists from word processing packages
    • Link to and from other surveys modules
    • Offline testing
    • Auto tester and data simulator

    Sample Management

    • Unlimited import of email addresses
    • Respondent status tracking
    • Automatic emailing of user-defined messages based on respondent status
    • Respondent IDs and passwords can be included in email messages
    • Email messages can be personalized by merging any information contained in imported email lists

    Quota Control

    • Unlimited quota cells
    • Handles complex quota requirements
    • Automatic or manual quota control
    • Online quota tracking

    Study Deployment

    • Deploy on Microsoft standard Web servers
    • Simple, built-in deployment features
    • Deploy either on your own server or on Sawtooth Technologies’ server

    Data Processing

    • Online or Offline data viewer/editor
    • Online or offline openend coder
    • Online or offline completed interview count by quota cell and date
    • Online or offline frequencies, univariate statistics, marginals and two-way crosstabs
    • Data stored in ODBC database
    • Export data and labels to over 20 file formats including SPSS, SAS, Excel, Triple-s XML, ASCII and .CSV
    • Compatible with any cross-tab or statistical package
    • User definable data order in output file

    Ease of Use

    • Navigation window with functions and tools arranged in order of study execution
    • Drag-and-drop questionaire authoring interface
    • Basic logic
    • Offline testing
    • Integrated sample management system
    • Integrated email system
    • Context sensitive online help

    International

    • Multi-Language surveys
    • Date/time formats

    Other Benefits

    • Standard PC and Windows hardware and software
    • Well-written manuals
    • Responsive technical support
    • Online product updates

    Pricing and Guarantee

    • Reasonable license fee and maintenance fee
    • Trade-up credit
    • Payment plans available
    • On-site training available
    • Sixty-day money-back guarantee
    • Two-day delivery or immediate download

    Sensus Web gives you the tools you need to quickly analyze, edit, and code your data - online or offline.

    Sensus Web’s online summary analysis features let you report preliminary results quickly and monitor your surveys while they are in progress. You can give your clients access to these same capabilities so they can monitor survey results directly.

    Sensus Web’s online analysis features include frequency counts, marginals, simple crosstabs and basic survey statistics. You can also download data while studies are in progress and use these features offline.



    Sensus Web’s basic online statistics and two-way cross tabs

     

    Export to Analysis Packages

    Sensus Web lets you export your data and variable labels to SPSS, SAS, Access, Excel, and Triple-s XML. In fact, because Sensus Web exports to ASCII and .CSV formats as well, you can use any crosstab or statistical package for your analysis.

     

    Data Editing

    Sensus Web includes a versatile data editor for making any after-interviewing edits. It lets you view and edit respondent numeric and open-end data, either online or offline, while maintaining a detailed log of all changes.



    Sensus Web’s View/Edit/Code Data – View Tab.

     

    Open End Coding

    The integrated coder for open-ended responses makes coding quick and easy – online or offline. For each respondent, you can create up to 30 codes per question and have up to 10,000 codes in the master list. You can code by question or by respondent so several people can code simultaneously.



    Sensus Web’s View/Edit/Code Data – Open-End Coder Tab.

    Sensus Web provides easy-to-use aids to help you fully test your online surveys.

    Preview Mode

    The Preview mode lets you test your surveys as you create them.  You can test any portion of the survey, or the entire survey, to ensure proper skipping, branching, formatting etc. For example, you can test a block of 5 questions without having to test the entire survey and without having to load it onto a Web server.

    Test Mode

    Sensus Web’s Test mode lets you test the entire survey as if it were on a Web server, without having to actually upload it to a Web server. The Test mode lets you test the entire survey through your Web browser. In addition to testing your survey logic, the Test mode lets you save data so you can verify that data is being collected properly.

    Auto Test Mode

    Sensus Web’s Auto Test feature will run through your survey automatically a pre-specified number of times. You can specify the distribution for responses or let it respond to questions randomly using valid responses. For example, if you are asking for a response between 1 and 10, it will randomly provide a response between 1 and 10, however, if only certain responses permit the interview to continue, you can skew the distribution toward those responses.

    Auto Test records data each time it goes through the survey. Automatically recording large amounts of data lets you see if there are any questions not being answered and lets you set up your tabs in advance, speeding your analysis on the back end.

    Integrated Email

    Sensus Web’s integrated Email module lets you import sample email addresses for use in recruiting survey participants. It lets you create multiple email messages that you can use depending on an individual’s status.  Sensus Web also lets you personalize any message by merging information from your imported email list as part of the message.

    Sensus Web tracks the status of each individual, indicating those that have mid-terminated, completed the survey, or have not yet visited the survey site. Using these statuses, Sensus Web can automatically send your pre-written messages to survey participants at the appropriate times. For example, a login ID and password would be sent with an introductory email when you do your initial recruitment; an encouraging email could be sent to individuals who partially completed the survey; and an incentive could be sent with an email thanking those who completed the survey.

    Sensus lets you create simple to CATI-like questionnaires

    Sensus Web uses the Sensus questionnaire authoring system, which is also the authoring system used by WinCati and WinCati Mixed Mode. Sensus lets you create questionnaires three ways:

    • By dragging and dropping text, response, graphic, and other “objects” onto question pages and then changing the look and function of questions by clicking on objects and modifying their properties. (Click on the Sensus Questionnaire Authoring Tour at the right to see a demonstration.)
    • Sensus 5.0 Editor Screen

    • By using the Sensus scripting language if members of your staff are familiar with that language or with the Ci3 scripting language.
    • By importing existing Sensus or Ci3 questionnaire scripts and then modifying them.

    Sensus gives you complete control over screen formatting for your questionnaires so you can you can design question pages with a specific look and place question, response text, and graphics anywhere on a page. Sensus also has special features for administering multi-language studies. Sensus can handle all common question types, such as single response, multiple response, numeric, open end, and constant sum. Sensus can also handle advanced question types such as grids, loops, and rosters. Branching and skipping can be as complex as you like; you can skip based on previous responses, combinations of responses, arithmetical computations, or even information about respondents from the sample database.

    Sensus offers features so you can create less burdensome, more engaging interviews. For example, you can ask multiple questions per page, restore responses to questions in later questions, perform computations and display their results, prompt respondents when they make mistakes, construct respondent-specific lists, and show graphics and play sounds.

     

    In addition to basic capabilities, Sensus Web has special features designed for researchers with advanced needs.

    Sensus’ powerful list handling capabilities let you ask questions repetitively with minimal setup. You can construct customized lists of any length for each respondent based on previous answers and then ask additional questions for that list. You can use this capability to ask roster or grid questions.

    Sensus provides other advanced capabilities as well. You can randomize choices within questions, questions within blocks of questions, and blocks of questions within questionnaires. You can create and administer multilingual studies. You can write macros to create your own custom instructions that you can use throughout a questionnaire. And you can incorporate sound bites and images as part of the survey.

    Sensus also lets you link to other Web sites or survey modules in the middle of a questionnaire. This capability can be used, for example, to view a Web site or to execute advanced research techniques such as discrete choice or MaxDiff scaling.

    Sensus Web is a fully featured Web interviewing system

    Our Sensus Web interviewing system offers advanced questionnaire authoring capabilities without the need of HTML or Java programmers. In addition, it provides you with all the tools you need to create surveys, deploy them to the Web, monitor their progress, and prepare data for analysis including:

    • Database for creating and managing sample
    • Email system for composing and releasing survey invitations and reminders
    • Quota control system
    • Auto tester for testing questionnaires and generating datasets for setting up tabs or preparing for analysis
    • Online quota control, statistics, open-end coder, and data management tools
    • Easy export to SPSS, SAS, Excel, Triple-s XML and other popular data export formats

    Sensus Web lets you conduct rigorous, cost-effective online research. It is powerful, yet designed for research organization and universities with even limited staff and resources.

    Erika Bruhn, Partner
    E-mail Erika
    312.286.3477

    Carol White, Partner
    E-mail Carol
    847.475.6202

    Sawtooth Technologies, Inc.
    1500 Skokie Blvd., Suite 510
    Northbrook, IL 60062
    PH: 847.239.7300
    FAX: 847.239.7301

    >> Follow us on Twitter for the latest from Sawtooth Technologies Consulting.

    Sawtooth Technologies delivers insights that help you strengthen your market position, regardless of your industry.

    Potential clients frequently ask, “Have you worked in our industry?” Most often the answer is yes. Since Sawtooth Technologies was founded in 1995, we have provided consulting services to major companies in a myriad of industries.

    Our consultants can help clients in any industry truly know their market.  We understand the business context of marketing issues and have the expertise to design marketing studies that address your specific objectives. When we’re engaged in an assignment, we listen intently and dig deep to gain a thorough understanding of your organization’s situation and desired outcomes.

     

    Industries We Have Served

    Agriculture
    Animal Feed
    Crop allocation
     
    Consumer Durables
    Major appliances
    Storage systems
    Automobiles and light trucks
    Recreational equipment
     
    Consumer Packaged Goods
    Food and beverages
    Personal care products
     
    Education
    Executive-level degree programs
    Student housing
    Textbooks
     
    Entertainment
    Professional sports
     
    Financial and Other Services/Business-to-Business
    Commercial insurance
    Employee benefit programs
    Information services
    Re-insurance
    Temporary staffing
     
    Financial and Other Services/Consumer
    Classified advertising
    Credit cards
    Health insurance
    Internet-based services
    Purchase loyalty programs
    Retail banking
    Test preperation services
     
    High-Tech
    Internet service providers
    Modems
    PCs
     
    Industrial
    HVAC equipment
    Power tools and shop vacs
    Paints and coatings
    Process control instrumentation
    Storage systems
    Remote monitoring systems
    Emergency backup systems
     
    Medical and Pharmaceutical
    Medical equipment and devices
    Prescription and OTC drugs
    Vaccines
     
    Office Equipment
    Copiers
    Printers
     
    Residential
    Residential housing
    Roofing systems
    HVAC equipment
    Storage systems
     
    Retail
    Department stores
    Restaurants
     
    Telecommunications
    Cellular telephones
    Integrated communications services
    IT infrastructure equipment
    VOIP
     

    Mixed Mode: lets you conduct four types of surveys

    4 Mixed Mode Types

    WinCati Mixed Mode offers true CATI/Web integration:

    • Interviews can switch between modes any number of times and in any order
    • CATI and Web interviews use the same sample, questionnaire, and respondent data database
    • Sample management rules, quotas, and dispositions are applied to both modes
    • Question presentation and flow can be customized for the interview mode
    • Email messages can be sent automatically to online respondents based on their interview status
    • Online data tools and statistics show CATI and Web results combined

    WinCati lets you use affordable, widely available PC technology.

    WinCati runs on a standard Windows network to ensure low costs and high compatibility. Questionnaire-authoring, interviewing and supervisor workstations must run Windows.

    The system requirements for your questionnaire-authoring, supervisor and interviewer workstations do not depend on the number of interviewer stations that you have. The server requirements do. The interviewer station requirements below are for WinCati with Sensus as the questionnaire authoring system. The WinCati Mixed Mode option requires a Web server running Microsoft’s Internet Information Services (IIS) in addition to a file server.
    WinCati Configurations
    The following are the requirements are for the WinCati workstations, servers and network.

    Component Minimum Requirements
    Sensus Questionnaire-Authoring*, WinCati Supervisor, or WinCati Interviewer Stations (client components)
    Processor: Pentium III 1 GHz (32-bit / 64-bit)
    RAM: 512 MB
    Hard Drive: 2 GB

    Operating System: Microsoft Windows

    Supported versions:

    • Windows XP SP3**
    • Windows Vista
    • Windows 7
    • Windows 8.1
    • Windows 10

    **Sensus Questionnaire-Authoring stations cannot run on Windows XP Home Edition, which does not permit the installation of IIS

    *Additional components required for Sensus Questionnaire-Authoring Stations:
    • Internet Information Services (IIS) v5.1 or above
    • ASP .NET 2.0 or above
    WinCati / Web Server (facilities with fewer than 100 stations)
    (server component)
    Processor: Pentium IV 1 GHz(32-bit / 64-bit)
    RAM: 1 GB
    Hard Drive: 2 GB

    Operating System: Microsoft Windows Server

    Supported versions:

    • Windows Server 2003
    • Windows Server 2008 R2
    • Windows Server 2012
    • Windows Server 2016
    WinCati / Web Server (facilities with over 100 stations)
    (server component)
    Processor: Pentium IV 2 GHz(32-bit / 64-bit)
    RAM: 2 GB
    Hard Drive: 5 GB

    Operating System: Microsoft Windows Server

    Supported versions:

    • Windows Server 2003
    • Windows Server 2008 R2
    • Windows Server 2012
    • Windows Server 2016
    Network Protocols: TCP/IP (IPv4)
    Additional components required for WinCati / Web servers:
    • Internet Information Services (IIS) v6.0 or above
    • ASP .NET 2.0 or above

    Optional components for WinCati / Web servers:

    • SMTP/ESMTP mail server
    • SSL (HTTPS)
    • FTP or FTPS (FTP over SSL)
    • CALs for RDP connection(s)

    Super View for interviewer monitoring requires that your network uses TCP/IP.

    Auto Dial and Rapid Dial require a hardware controller based modems, SIP VoIP, or TAPI/VoIP systems on your interviewing stations. Proactive Dial requires voice VoIP.

    Interview record/sound play requires voice modems, SIP VoIP or Way2call’s Hi-Phone Desktop.

    There are many advantages to automated CATI interviewing.

    CATI gives you control of your research. Questionnaires and samples are administered exactly as you intend, callbacks are made as scheduled, and quota cells are closed automatically. And, you can check sample status and quotas quickly.

    CATI gives you control of your costs. You can detect interviewer problems and track productivity through reports and remote monitoring, and you can analyze study results at any time—even while interviewing is in progress. And, because statistics on actual incidence, total number of dials and interview length are available as soon as studies begin, you can readily and consistently track your interviewing costs.

    CATI increases the control you have over your research quality, timing, and cost through:

    • Better Quality Data
      There are no missing data or out-of-range responses, and responses can be automatically cross-checked for consistency.
    • Faster Results
      Key punching and data cleaning are eliminated, so you can begin analysis as soon as the last interview is completed.
    • Increased Productivity
      Fewer supervisor and interviewer hours are needed to complete studies; the computer handles administrative and repetitive functions so that supervisors can supervise and interviewers can interview.
    • New Opportunities
      You can execute more elaborate questionnaire designs and sampling procedures than can be done on paper.

    For these reasons, client organizations and full-service research firms are specifying CATI interviewing for their telephone studies.

    User Support

    United States, Latin America, Asia Pacific:
    Sawtooth Technologies
    Standard Support: 8:30 AM to 5:00 PM CST
    Extended Support for WinCati/Sensus 4.2, 5.0 & 6.0 Users: Monday thru Friday, 5:00 PM to 9:00 PM. Saturday 9:00 AM to 5:00 PM CST.
    Phone: +1 847 239 7300
    Email

    Europe, Africa, Middle East, India:
    Monday thru Friday: 8:30 AM to 5:00 PM CST
    Saturday: 9:00 AM to 5:00 PM CST.

    Phone: +1 847 239 7300
    Email

    We also offer support via Telegram:
    Monday through Saturday: 6:00 AM Central Standard time to 6:00 PM Central Standard time

    Telegram

    Online Support

    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

    President

    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.

    Email Joe

    Erika Bruhn

    Erika Bruhn

    Partner

    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.

    Email Erika

    Carol B. White

    Carol B. White

    Partner

    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.

    Email Carol

    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).

    >> Follow us on Twitter for the latest from Sawtooth Technologies Consulting.

    Conjoint Analysis | Case #5: Staff Training

    Assignment

    Train the research staff of a small kitchen appliances manufacturer how to execute a conjoint study that determined the product line mix the company should offer through a national retailer.

    Teaching Points

    Sawtooth Technologies trained the staff on:

    • How to frame conjoint-related business issues
    • What focus group input was needed to prepare for a conjoint study
    • How to construct sets of attributes and levels that will achieve the study objectives
    • How to choose the appropriate form of conjoint for data collection
    • How to design, create, deploy and monitor an online conjoint survey
    • What the sample size considerations and requirements are for conjoint studies
    • How to choose the most appropriate way to compute utilities from the data and how to identify and profile market segments based on groupings of buyers with similar preferences.
    • How to set up and run a market simulation model that predicts buyer purchase behavior
    • How to run the model to determine the product mix
    • How to interpret the model results and use them as input to product development decisions

    Outcomes

    The client successfully executed a conjoint study in-house, saving time on this study and money on future studies.  

    The study results showed that the client’s market was divided into three distinct segments, and the model was used to configure and price a line of three products, one for each segment, that maximized overall share. The results also led the client to switch emphasis from a new feature they were planning to promote to an existing feature that was a far stronger driver of purchase choice.

    Conjoint Analysis | Case #4: Product Portfolio Optimization

    Situation

    An online services business wished to grow by expanding its product offerings to appeal to different segments of the market.

    Research Recap

    Sawtooth Technologies conducted research into consumer preferences regarding various features and pricing of online classified ads. The objective was to develop an “optimal” product line that would increase sales volume.

    Steps:
    1.    Created a computer-based interview using conjoint analysis to allow consumers to express their trade-offs between attributes such as brand, price, number of days the ad would run, number of photos, and other features.

    2.    Calculated utilities that represented the value each interviewee placed on the various product features and pricing.

    3.    Built a model of the market, featuring both a demand side (utility values) and supply side (available products).

    4.    Predicted the likely appeal of the client’s product as it was currently configured and modeled a variety of scenarios:

    • Added basic and premium products to the line to appeal to different segments of the market
    • Tested various combinations of features and pricing across the three client products with the objective of minimizing cannibalization and maximizing differentiation across products in the line
    • Compared outcomes to determine which scenario resulted in the greatest market preference
    • Predicted competitive responses to the clients’ actions and modeled these actions, comparing outcomes under varying competitive situations

    Research Results

    We recommended a tiered set of product offerings to appeal to different market segments. The model predicted that this enhanced product portfolio would lead to increased volume for the client’s business.

    Outcomes

    The client integrated our recommendations into their product offerings and developed a timeline for implementing additional product enhancements over a two-year period.

    Conjoint Analysis | Case #3: B2B Customer Service Strategy

    Situation

    A major U.S. provider of commercial insurance wanted to increase profits by enhancing customer service. The client sought to understand the impact of:

    • Customer service on policy purchase and renewal
    • Various aspects of customer service on the overall value of customer service

    Research Recap

    Sawtooth Technologies researched the values for service attributes in the channel (brokers, agents and distributors) and with end-customers.

    Steps:
    1.    Developed two different two-stage conjoint interviews: one for end-user customers and one for the channel.

    • Stage One allowed respondents to express their trade-offs at a “micro” level between customer service attributes (speed of policy issuance, speed of inquiry resolution, point of contact, etc.).
    • Stage Two assessed respondents’ preferences for different insurance concepts, each composed of “macro”-level attributes such as price, financial rating, coverage and exclusions, etc.

    2.    Calculated two sets of utilities—one at micro level and one at macro level—for each interviewee.

    3.    Built a two-stage simulation model for each population to predict acceptance of the client’s products. The model used three sets of information to generate results:

    • Respondent perceptions were used to specify the client’s current service level.
    • The micro-level specifications service features were coupled with the micro-level utilities to generate a predicted level of customer service performance.
    • The predicted level of customer service performance was combined with the macro-level product specifications and the macro-level utilities to estimate the overall acceptance of the client’s products.

    4.    Used the two-stage models to test different product and service configurations:

    • Altered customer service features and predicted the impact on customer service
    • Simulated changes to the overall level of customer service and observed the predicted changes in purchase and renewal acceptance
    • Tested alternative product scenarios and assessed which product features offered the greatest leverage to the client

    Research Results

    Through the use of these simulations, the client gained a rich understanding of the impact of:

    • Customer service on policy purchase/renewal
    • Customer service components in driving perceptions of quality
    • Product features in driving policy purchase and renewal

    Outcome

    The information was used to reposition the client’s customer service offerings in a way that customers valued and that differentiated them from the competition.

    Conjoint Analysis | Case #2: New Product Selection

    Situation

    A leading foreign financial institution sought to capitalize on its high-value client base by offering additional products and services.

    Research Recap

    Sawtooth Technologies researched a variety of new products to determine which were most likely to succeed and which matched the client’s image/positioning.

    Steps:

    1.    Conducted brainstorming sessions and focus groups to develop a lengthy list of possible new products.

    2.    Narrowed the list to those that best capitalized on the infrastructure and image.

    3.    Employed a computer-based interview to allow consumers to indicate the products/services of greatest interest; used a conjoint module to test the value of various features of the new products; asked consumers to indicate their likelihood of trying the new products/services as described by attributes and levels.  

    4.    Built a model to predict the likelihood of trial of each new product or service under a wide variety of configurations.  

    As we varied the levels offered, we could assess and compare the desirability of the product.  We could also determine which segments of the population found each product most desirable. This information enabled the client to introduce products/services based on their appeal to highly profitable customer segments to deepen customer loyalty.

    Research Results

    A new set of products and services was selected based on market needs and values.

    Outcome

    The institution selected new products and services for introduction that deepened their relationship with highly valued customers, increasing overall profitability. The research and market modeling eliminated guesswork and allowed the institution to move quickly from brainstorming to a successful launch of new offerings.

    Conjoint Analysis | Case #1: Product Line Strategy

    Situation  

    A major U.S. bank faced declining growth and increased competition in its residential mortgage business. The challenge was to determine product strategies to return the bank to its position of strength.

    Research Recap

    Sawtooth Technologies conducted research into consumer preferences regarding mortgage product lines, modeled preferences for client and competitive products, and recommended an unexpected product strategy.

    Steps:
    1.    Created a computer-based interview using conjoint analysis to allow consumers to express their trade-offs between attributes such as interest rates, type and name of institution, service offered, and other features.  

    2.    Calculated utilities that represented the decision-making weightings for each interviewee.

    3.    Built a model of the market, featuring both a demand side (utility values) and supply side (available products).

    4.    Predicted the likely appeal of the bank’s product line as it was currently configured and tested a variety of scenarios:

    • Added, changed and deleted items from the product line and compared the resulting outcomes
    • Predicted competitive responses to the bank’s actions and modeled these actions, comparing outcomes under varying competitive situations

    Research Results

    The initial expectation—the client’s and ours—was that we would propose changes to the existing set of over a dozen products, but we were all surprised to see that the client’s share held up as products were removed from their line. We recommended a streamlined set of mortgages, cutting the product line in half, that the model predicted would strengthen the client’s market position.

    Outcome

    • Operational costs decreased because there was a smaller set of products to support.
    • Marketing and advertising messages became significantly clearer with a smaller “grid” of products to promote.
    • The mortgage market share increased dramatically after rollout of the new product line.

     

    Conjoint Analysis

    Over the years, Sawtooth Technologies has delivered hundreds of conjoint studies and training sessions. Here are just a few examples of the results we’ve achieved for our clients.

    Case #1: Product Line Strategy

    Case #2: New Product Selection

    Case #3: B2B Service Strategy

    Case #4: Online Product Optimization

    Case #5: Staff Training

    Sawtooth Technologies delivers insights that help you strengthen your market position, regardless of your industry.

    Potential clients frequently ask, “Have you worked in our industry?” Most often the answer is yes. Since Sawtooth Technologies was founded in 1995, we have provided consulting services to major companies in a myriad of industries.

    Our consultants can help clients in any industry truly know their market.  We understand the business context of marketing issues and have the expertise to design marketing studies that address your specific objectives. When we’re engaged in an assignment, we listen intently and dig deep to gain a thorough understanding of your organization’s situation and desired outcomes.

    Find out more about our industry experience.

    >> Follow us on Twitter for the latest from Sawtooth Technologies Consulting.

    At Sawtooth Technologies, we separate the wheat from the chaff to identify the opportunities that pack the most promise for your business.

    MaxDiff (or Maximum Difference Scaling) is a technique that allows you to identify the “best” of many alternatives—whether it’s a set of concepts, attributes, applications, benefit statements, brand names, or packaging options.

    The result is a clear determination of market preferences, allowing you to set priorities based on what the market values.

    Shedding Light

    A MaxDiff survey provides answers to these vital questions:

    • Which product features or applications are most important to the market?
    • What benefit statements, messages, or names have the greatest impact?
    • Which new packaging option is most preferred?

    The structure of our MaxDiff survey is straightforward. Survey respondents are presented with a set of items and asked to choose which is most preferred and which is least preferred. Dozens of items can be tested, but the task is manageable, because respondents consider only four or five items at a time. The outcome is a MaxDiff score for each item that indicates both absolute and relative importance based on preference, importance or relevance of the items.

    Backroom MaxDiff Services

    We offer backroom services for MaxDiff surveys, including designing, programming and hosting the MaxDiff exercise, and computing the MaxDiff scores.

    Beyond MaxDiff

    The results of a MaxDiff survey have even more value when they are segmented by groups of customers with similar needs. A needs-based segmentation is a natural partner to a MaxDiff survey. The result is an understanding of how the market is segmented into groups of people who place similar value on the tested alternatives, allowing you to identify and target strategic market segments.

    Looking for more information about MaxDiff? Check out our blog to understand more of its benefits and how it works.

    >> Follow us on Twitter for the latest from Sawtooth Technologies Consulting.

    CATI/Mixed-Mode Hosting Services Questionnaire Programming Services Contact Us Consulting Overview Consulting Backroom Services Conjoint Consulting Services How Conjoint Analysis Works Why Sawtooth Technologies Conjoint Analysis Example UNH Survey Center Interviewing Training Pricing Setup Questionnaires WinCati Call Center Manager Center for Survey Research Colorado School of Public Health Adelphi Consulting, Inc. WestGroup Research Survey Research Lab Interviewing Software The Henne Group Schaefer Center for Public Policy The Research Edge LLC M. Davis and Company, Inc. The Martec Group - Green Bay Pioneer Marketing Research Why I Still Love Conjoint Using Discrete Choice and MaxDiff to Spend HR Dollars Wisely Manuals Ci3 Asking Discrete Choice Questions When the Answer is “It Depends” Using Share Predictions from Conjoint and Discrete Choice Models Conjoint/Discrete Choice Model Output: What’s the Share About? MaxDiff: A New Way to Prioritize Benefit Statements Keep Up to Date Aligning Your Line: Using Conjoint to Manage Product Lines From LoveStats, a Blog by Annie Pettit, April 1, 2010 Sensus WinCati Predicting Revenue from Conjoint Results Comparing Apples and Oranges Segmenting for Success Part II Segmenting for Success Part I CAPTURE, Inc I/H/R Research Group University of Pittsburgh LPDC Survey Research Lab Hebert Research, Inc. Ask Arizona, a division of WestGroup Research Information Specialists Group, Inc. Richard Hunter Associates Galloway Research Services Center for Applied Research and Rural Studies Consumer Pulse, Inc. Center for Survey Research - State University of New York @ Stony Brook PEGUS Research Strata Variance, Inc Telephone Surveys A.L.Burruss Institute of Public Service Predicting Choice with Conjoint Analysis and Discrete Choice From My Product Management Opinion,  A Blog by Ivan Iybbert,  January 15, 2010. Understanding Conjoint in 15 Minutes by Joseph Curry Finding the Sweet Spot of Competitive Positioning Knowing When the Price is Right From Marketing Handbook Blog, November 18, 2009 From Inflexion Advisors Blog: Inflexion Point, September 2009 From Research Rockstar, September 2009 Market Research Insider MaxDiff – Maximum Power to Act on Market Preferences Conjoint Analysis – The Key to Predicting Real-World Buying Choices Blog Pricing & Hosting System Requirements Features Data Tools Testing Aids Email Questionnaires Sensus Web WinCati Mixed Mode Contact Industry Experience Mixed Mode System Requirements Advantages Technical Support Contact Us People Staff Training Product Portfolio Optimization B2B Customer Service Strategy New Product Selection Product Line Strategy Case Studies Experience MaxDiff
    Take a Video Tour