This episode, originally a webinar, focuses on 'Segment Finder,' a tool designed to identify needs-based segments in CBC (Choice-Based Conjoint) and MaxDiff data. Hosted by Brian Orme and Brian McEwen from Sawtooth Software, the episode covers the importance of market segmentation and the drawbacks of relying solely on mean values. It explains the historical and modern methods of segmentation, including the limitations of traditional rating scales and the advantages of MaxDiff and CBC analyzed through latent class multinomial logistic regression. Practical suggestions for conducting effective segmentation and cleaning data are also discussed. The episode includes a live demonstration of the Segment Finder tool in action, showcasing how it effortlessly segments respondents based on their latent preferences and aids in meaningful data analysis. 

Join Aaron Hill on the Real Research Podcast as he hosts Ben Cortese and Keaton Wilson from KS&R. Dive into their journey of leveraging Shiny, an R-based tool for delivering advanced data solutions to clients. Discover the challenges and successes they encountered in transitioning from Excel to Shiny for conjoint analysis and menu-based choice modeling. Learn about the practical applications, benefits, and future potential of integrating AI within these frameworks. Whether you are an experienced data scientist or new to market research, this episode offers valuable insights into scalable, efficient, and flexible data-driven decision-making. 

This episode features Megan Peitz, founder and CEO of Numerious, who delves into effective strategies for presenting conjoint analysis results. Megan shares her expertise on aligning stakeholder objectives, simplifying complex data, and using simulations to drive actionable insights. Through a detailed framework encompassing alignment, translation, simulation, visualization, and activation, Megan offers practical tips and real-world examples to elevate your conjoint analysis presentations. Don't miss this comprehensive guide to turning data into decisive action! 00:00 Introduction and Disclaimer 00:38 Welcome and Speaker Introduction 02:14 Understanding Conjoint Results 05:13 Framework for Presenting Conjoint Results 06:00 Pillar 1: Alignment 13:02 Pillar 2: Translation 19:23 Pillar 3: Simulation 28:09 Pillar 4: Visualization 30:30 Pillar 5: Activation 38:18 Typical Deck Outline and Conclusion 48:13 Closing Remarks

In this episode, originally recorded as a webinar, we are joined by Professor Tim Smith, founder and CEO of Wiglaf Pricing and adjunct professor of economics at DePaul University. Tim, who is the author of 'Pricing Done Right' and 'Pricing Strategy,' delves into the complexities of pricing and market research. He discusses the value-based pricing framework, different pricing strategies, and the significance of market pricing. Tim also reviews various market research methodologies such as Van Westendorp's Price Sensitivity Meter, Gabor-Granger, and Conjoint Analysis, highlighting their strengths and weaknesses. Throughout the webinar, he emphasizes the importance of having a solid hypothesis and understanding economic value to the customer for effective pricing research. Don't miss these valuable insights on how to set prices right and maximize value for shareholders. 00:00 Introduction 00:38 Meet Professor Tim Smith 01:16 Starting the Presentation 02:00 Value-Based Pricing Framework 03:07 Market Pricing and Strategy 06:54 Economic Value to Customer 16:16 Pricing Research Methodologies 27:13 Conjoint Analysis 32:41 Conclusion and Final Thoughts

In this episode we dive into making surveys more efficient with the use of Relevant Items MaxDiff. Guest speaker Chris Chapman, founder and president of the Quantitative User Experience Association, shares his extensive experience and insights. Chris discusses the motivation behind Relevant Items MaxDiff, its implementation, and how it addresses issues in data quality, respondent experience, and actionable results. Using examples from his work at Google and a live demonstration involving movie ratings, Chris illustrates how the method can improve survey accuracy and focus. Learn about different MaxDiff options, the importance of pretesting, and how Sawtooth Discover can facilitate this process. Ideal for researchers looking to enhance their survey methodologies. 00:00 Introduction 00:38 Guest Introduction: Chris Chapman 01:33 Overview of Relevant Items MaxDiff 06:41 Challenges with Standard MaxDiff 10:31 Implementing Relevant Items MaxDiff 20:16 Live Demonstration and Analysis 28:22 Discussion and Conclusion

In this insightful episode, Ray Poynter, founder of NewMR, explores using ChatGPT as a co-pilot for research data analysis. Ray covers study design, qualitative and quantitative analyses, data cleaning, driver analysis, and the use of ChatGPT for generating scripts and visualizations. Ray also highlights the benefits and limitations of ChatGPT, emphasizing its role as a starting point and second pair of eyes for research projects. Listen in to learn how AI can enhance your research and insights efforts. 00:00 Introduction and Disclaimer 00:39 Meet the Expert: Ray Poynter 01:54 Exploring ChatGPT Capabilities 03:28 Designing a B2B Market Research Study 08:55 Cleaning and Preparing Data with ChatGPT 17:32 Using ChatGPT for Quantitative Analysis 24:18 Driver Analysis for Hotel CX Tracking 31:02 Final Thoughts and Q&A

Join Aaron Hill in this episode of the Real Research Podcast as he hosts Milad Sadreghaemy, a PhD candidate at Utrecht University in the Netherlands. Milad discusses his journey from being a pharmacist to researching sustainable pharmaceutical methods, highlighting the environmental impact of unused medicines. Discover the importance of environmentally friendly pharmaceuticals, patient attitudes towards sustainable medicine, how tailored educational approaches could reduce pharmaceutical waste, and about Milad's ongoing research on cost-effective syringe production and its implications for healthcare. 00:00 Introduction and Guest Welcome 01:08 Milad's Background and Research Focus 02:07 Environmental Impact of Pharmaceutical Waste 07:07 Research Methodology and Findings 23:33 Future Research Directions 32:02 Conclusion and Final Thoughts

This episode, presented by experienced marketing research statistician Matt Hilburn, offers a comprehensive guide to designing effective online surveys, covering everything from setting clear objectives and writing unbiased, structured questions to developing analysis plans, ensuring data quality, and avoiding scope creep, while equipping attendees with practical strategies for creating concise surveys that yield reliable, actionable insights.

Bryan Orme, President of Sawtooth Software, and James Pitcher, Global Marketing Science Brand Practice Lead at GfK/NIQ, provide an in-depth exploration of price sensitivity measurement using conjoint analysis, covering key topics such as choice task requirements, display strategies, complex pricing schemes, and approaches to price sensitivity calculation, while also sharing real-world insights and their extensive expertise in marketing research and brand analytics.

This episode, featuring seasoned research director Anna Dragotta, PhD, provides actionable strategies for inspiring data-driven decisions by selecting effective visualizations, crafting compelling narratives, and delivering research insights that resonate with stakeholders, drawing on her 15 years of experience in mixed methods research, behavioral science, and data analytics across diverse industries.

Chris Moore, Head of Data Science & Advanced Analytics at Ipsos UK, presents on SKU-Based Conjoint—a pricing research method focusing on fixed product concepts and existing SKUs—highlighting its challenges, foundational research, and best practices to address complexities like selection bias and data augmentation for more reliable insights.

In this insightful episode of The Real Research Podcast, host Aaron Hill "talks story" with longtime friends and brilliant minds from Universal Destinations & Experiences: Jennifer Avery, SVP of Strategy, and Laura Dulude, Assistant Director of Global Strategy. Together, they unpack what it really takes to do impactful research in the high-stakes world of theme parks—where data isn't just collected, it's lived. Jennifer and Laura share their unique journeys into Universal, the culture of doing research in-house rather than outsourcing, and why subject matter expertise is crucial—especially in the niche world of themed entertainment. They discuss how hybrid work has changed the research game, the complexity of data interpretation, and why not all research is worth doing (yes, even if a C-suite exec asks for it). From managing bias and building internal trust to the "social labor" of research, this episode pulls back the curtain on how strategic insights really shape magical experiences—and how the right questions matter more than the right answers. Tune in to learn: Why Universal keeps its research in-house How data can take on a life of its own The myth of the “rational decision-maker” How curiosity beats fandom in great researchers Why sometimes the best research advice is: don’t do it

In this episode of Real Research, host Aaron Hill dives deep into the decade-long research journey that helped bring Epic Universe, Universal Orlando’s newest theme park, to life. Joined by Universal's strategic minds Jennifer Avery and Laura Dulude, listeners get a rare behind-the-scenes look at the planning, insights, and tough decisions that paved the way for this industry-shaping project. Jennifer and Laura share how research supported the early business case, guided strategic IP selection, and shaped the overall creative direction. From competitive positioning against Disney to exploring innovative concepts like augmented and virtual reality experiences, no idea was off the table. In the end, guest demand for deeply immersive, IP-driven lands won out—and Epic Universe was born. This episode reveals not only how long-term research can drive billion-dollar decisions, but also how teams balance creative vision with data, budget realities, and future-proofing strategy for the next decade of themed entertainment. Tune in to learn: How research influenced the vision and scope of Epic Universe The strategic decision-making behind launching a third gate Why Universal tests even “obvious” ideas before execution The balance between creative freedom and research-driven validation What’s next in Universal’s global expansion pipeline