Applied Marketing Science Senior Consultant Steve Gaskin to Speak at Sawtooth Software Conference

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Steve Gaskin, a Senior Consultant at Applied Marketing Science, will speak about his recent research on how consumers use "must have" features in 2-stage modeling processes at the Sawtooth Software Conference on October 17.

AMS Senior Consultant Steve Gaskin has been invited to speak at the Sawtooth Software Conference 2007, which will be held at the Hyatt Vineyard Creek in Santa Rosa from October 15-19. Steve's talk, "Two-Stage Models: Identifying Non-Compensatory Heuristics for the Consideration Set -- Then Adaptive Polyhedral Methods Within the Consideration Set," will take place on Wednesday, October 17, immediately following the luncheon.

At the event, Steve will discuss his most recent research on two-stage modeling processes, in which consumers use "must have" features to narrow the consideration set in choosing a particular product. For this application, he is conducting an in-market test for hand-held global positioning systems to determine the importance of various features on performance, and how well the model can predict consideration and choice in a hold-out sample. Through this research, he and his team hope to get a better understanding how these features impact the probability of choice.

About the Speaker
Steve Gaskin has conducted and analyzed quantitative primary and secondary research for the consumer packaged goods, automotive, high technology, telecommunications, pharmaceutical, financial services and other industries for over 20 years. Over the past five years, he has developed proprietary models for measuring the sales lift from trade promotions at the store-item level, as well as models for household-level targeting for major consumer packaged goods manufacturers and grocery chains. He also implemented the first commercial application of Fastpace, a new adaptive conjoint analysis technique developed as part of MIT's Virtual Customer Initiative. The journal article describing FastPace was published in Marketing Science and won the John D. C. Little Award for Best Marketing Science Paper for 2003.

About Applied Marketing Science
Applied Marketing Science is an established consulting firm with two distinct businesses: helping product development teams understand their customers' wants and needs for input into new product and service development; and assisting attorneys with consumer behavior and marketing issues in litigation using surveys and other techniques.

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Michelle Harris
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