A routine practice in the analysis of repeated measurement data is to repre
sent individual responses by a mixed effects model on some transformed scal
e. For example, for pharmacokinetic, growth, and other data, both the respo
nse and the regression model are typically transformed to achieve approxima
te within-individual normality and constant variance on the new scale; howe
ver, the choice of transformation is often made subjectively or by default,
with adoption of a standard choice such as the log. We propose a mixed eff
ects framework based on the transform-both-sides model, where the transform
ation is represented by a monotone parametric function and is estimated fro
m the data. For this model, we describe a practical fitting strategy based
on approximation of the marginal likelihood. Inference is complicated by th
e fact that estimation of the transformation requires modification of the u
sual standard errors for estimators of fixed effects; however, we show that
, under conditions relevant to common applications, this complication is as
ymptotically negligible, allowing straightforward implementation via standa
rd software.