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| case study: Product Concept Evaluation - Quantitative |
By conducting an online survey of 2000 mobile phone owners, a new service concept was tested for demand across 9 price point combinations. To clearly communicate the concept, an interactive multimedia simulator was built for participants to “test drive” the service.
| service: |
Quantitative
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| completion date: |
May 2004
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| the approach: |
By conducting an online, nationwide survey, a written concept description as well as an interactive multimedia demonstration was evaluated to identify target customers, understand likes and dislikes, and explore interest in additional services. Nine price point combinations were presented to determine purchase intent and market potential.
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| the results: |
Using a monadic rotation of the nine price point combinations, we were able to determine price sensitivity and purchase intent for the service. A complete market driven business case was presented, including primary target group, overall interest, and market demand.
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