[1] In the late 1960s, Rich Johnson, who was then an employee of Market Facts, Inc., developed a technique they called "Tradeoff Analysis".
In 1971, Paul Green published an article titled "Conjoint Measurement for Quantifying Judgmental Data".
In the mid 70's, Johnson co-founded the John Morton Company in part to apply computer technology to Tradeoff Analysis.
Researchers developing new interviewing techniques such as Maximum Difference (Best Worst) have used Sawtooth Software to assist in constructing their projects.
In addition to producing products, Sawtooth Software has also hosted a research conference every 18 months in the United States since 1987.