History
In the late 1960s, Rich Johnson, who was then an employee of Market Facts, Inc., developed a technique they called "Tradeoff Analysis". It consisted of questioning respondents about various concepts composed of multiple attributes and comparing the responses to the different concepts. In 1971, Paul Green published an article "Conjoint Measurement for Quantifying Judgmental Data". When Johnson became aware of Green's research, he identified his technique as a variety of conjoint analysis.
In the mid 70's, Johnson co-founded the John Morton Company in part to apply computer technology to Tradeoff Analysis. Johnson purchased an Apple II and began to program interviews for use on client projects. Each project was programmed custom for the client. During this time Johnson was fascinated by the ability of the computer to facilitate collection of respondent data.
In 1982 Johnson left the John Morton Company and founded Sawtooth Software to pursue creating generalized software for use in marketing research.
Read more about this topic: Sawtooth Software
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