Contact Us

Paul Richard McCullough, MACRO Consulting, Inc. Founder & President, to Present a Paper at the 2013 Sawtooth Software Conference

October 1, 2013

SANTA CRUZ, California — MACRO Consulting, Inc. is pleased to announce that Paul Richard McCullough, Founder and President, will present a paper on Brand Imagery Measurement at the 2013 Sawtooth Software Conference to be held on October 14-18 at the Laguna Cliffs Marriott in Dana Point, California.

This paper, Brand Imagery Measurement: Assessment of Current Practice and a New Approach, reviews the practice and limitations of traditional brand imagery measurement techniques and suggests an innovative application of Dual Response MaxDiff to provide a superior brand imagery measurement methodology.

Sawtooth Software is one of the world leaders in online survey research software and techniques, with a focus on advanced techniques such as conjoint (choice) analysis. The conference occurs every 18 months and brings together researchers and academics from around the world. For more information about the conference, please visit

About MACRO Consulting, Inc.

MACRO Consulting, Inc. is an independent marketing research and advanced analytics firm with over 25 years of experience serving some of the most trusted brand names worldwide. The firm is well recognized for designing custom-tailored research projects, state-of-the-art analytic methods and techniques, and presenting clear, actionable marketing insights related to Pricing, New Product Development, Market Structure and Consumer Segmentation. The firm has conducted marketing research studies in over 30 countries and their industry experience is strongest in High Tech, Consumer Packaged Goods, Restaurants, Pharmaceuticals, Health Care, Telecommunications, Insurance and Retail.


MACRO Consulting, Inc.
Director Communications & Administration
Christine Lafontaine, +1 650.793.4681

Founder and President
Paul Richard McCullough, +1 650.823.3042