Survey-Based Techniques for Optimizing Prices and Products: Overview and Best Practices
Speakers
Bryan Orme
President at Sawtooth SoftwareBryan Orme, President of Sawtooth Software, Inc, is the recipient of the American Marketing Association’s 2017 Charles Coolidge Parlin Award, an honor reserved for those who “have demonstrated outstanding leadership and sustained impact on advancing the evolving profession of marketing research over an extended period of time.” Bryan received his BA (1991) from Brigham Young University and an MBA from the University of Texas at Austin (1993). Prior to joining Sawtooth Software, Bryan worked in the marketing sciences department at IntelliQuest, Inc. He has published over eighty articles and white papers on conjoint analysis and received the David K. Hardin award for the best paper published in Marketing Research during 2004. He also authored the book Getting Started with Conjoint Analysis (now in its 4th edition) and co-authored the books Becoming an Expert in Conjoint Analysis and Applied MaxDiff. Bryan has been active at the American Marketing Association’s Advanced Research Techniques (A/R/T) Forum. He was twice the co-recipient of the Best Presentation award at A/R/T (1996 and 2004), served on the Program Committee in 2002, and chaired the event in 2003. He has also served as an ad hoc reviewer for the Journal of Marketing Research.
Ed Keller
Executive Director at University of Georgia | MRIIEd Keller is one of the foremost experts in word of mouth, influencer marketing, and consumer insights. As both an entrepreneur in social data & analytics and a top exec in leading insights agencies, he has built and sold businesses, launched data and insights platforms and products, acquired and integrated businesses, managed global teams, and worked with many of the world’s leading brands. He is a sought after board member and advisor for SaaS, data/analytics & MRX companies.
Ed has been called “one of the most recognized names in word of mouth” and was a Social Intelligence 50 honoree in 2023. Ed is inducted into the Word of Mouth Marketing Hall of Fame as well as the Market Research Hall of Fame. He was an ESOMAR Insight250 awardee in 2022. The publication of his book, The Influentials, has been called the "seminal moment in the development of word of mouth." His second book, The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace, was named the Best Book in Marketing by the American Marketing Association.
Ed is a leader and innovator in word of mouth measurement, analytics, and strategy as well as word of mouth marketing, influencer marketing and the creator economy, social media analytics, and consumer insights. His work has earned numerous awards as well as multiple patents. His clients include many of the largest and most sophisticated marketing organizations in the world across a range of sectors.
After selling the Keller Fay Group and remaining on as CEO of Engagement Labs, Ed led the development of TotalSocial, a patented platform that integrates measurement of both offline WOM and social media conversation about brands, with analytics to link the results to business outcomes such as sales, brand health, and media amplification.
What's it about?
Optimizing product/service features and pricing is a common ask for researchers and managers. While many survey-based approaches have been proposed (especially for pricing), conjoint analysis has become the gold standard.
What's in it for me?
Join us and Bryan Orme, President of Sawtooth Software, Inc, to:
Review non-conjoint approaches that have drawbacks and weaknesses, including stated importances, van Westendorp PSM, and Gabor-Granger.
Discuss why conjoint analysis works better and is more flexible/powerful.
Who is this for?
This is a non-technical introductory webinar for those interested in fine-tuning their approaches to product optimization and pricing. The discussion and examples will be intuitive. Sawtooth Software provides tools for conjoint analysis, but this is not a product demo. It’s an educational webinar that is useful no matter what conjoint analysis tool you choose to use. This webinar is brought to you by a unique collaboration between ESOMAR, the world’s leading international research association; the University of Georgia’s Center for Continuing Education, the leader in self-paced online research courses; Market Research Institute International, a nonprofit association of industry practitioners maintaining and evolving the Market Research Core Body of Knowledge (MRCBOK™); and the Canadian Research Insights Council, Canada’s market research association.
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