EVENTS
IIEX North America
Washington, D.C., USA
April 29 - 30, 2026
Stop Delivering Data. Start Driving Product Strategy.
Learn the research framework Docusign’s market strategy and monetization team uses to answer product’s questions and drive decision-making. By correctly defining the core business question and decision-making criteria upfront, we can help ensure you’re able to answer the critical 'So, what do we actually do with this?' for product teams. Key Takeaways include:
1. Learn what leaders are really asking for and how to design research to unlock easy decision making.
2. Design studies that get used and directly support roadmap decisions, pricing strategies, and launche
3. Become a partner to Product that gets consulted before decisions are made.
Jennifer Matus from Docusign and Megan Peitz
Sawtooth Research Conference
Berlin, Germany
May 7 - 9, 2026
Making Conjoint Work for B2B SaaS:
A Docusign Case Study
For B2B SaaS companies, growth requires moving beyond intuition-based pricing. This paper presents an integrated case study with Docusign, showcasing a multi-stage conjoint research program that tackled distinct strategic challenges: launching a new product line, managing cannibalization with license types, creating tiered service offerings, and channel expansion. Attendees will gain a practical framework for using advanced choice modeling to drive customer-centric monetization and translate complex research into measurable revenue growth and clear go-to-market guidance.
Jennifer Matus from Docusign and Megan Peitz
May 6, 11 am
Rethinking the Conjoint Warm-Up:
A Kano-Inspired Approach to Better Respondent Engagement
Conjoint analysis often begins with static feature glossaries, but are respondents really reading them? This research-on-research study compares glossary-based warm-ups with a Kano-inspired warm-up, with and without the Kurz-Binner Priming questions. We test impacts on comprehension, ANA, engagement, LOI, and utilities. Attendees will walk away with evidence-based, practical guidance for designing conjoint warm-ups that improve both the respondent experience and the quality of the data.
Megan Peitz and Trevor Olsen
May 7, 9 am
​
​
Mitigating Bias in Choice Experiments
Exercise-related biases in stated choice experiments, such as position effects and screen fatigue, can reduce model accuracy by introducing skewed responses. We evaluate two mitigation strategies: adding contextual information to utility models and adjusting pooling based on respondent behavior. Meta-analytic findings will assess their effectiveness across studies. Attendees will gain practical tools for identifying quasi-straightliners, cleaning noisy data, and applying recommendations to model, simulate, and improve the overall quality of choice experiment results.
Trevor Olsen and Megan Peitz
May 8, 9 am