This large scale study used both Conjoint and Max Diff analytics to reveal the brand, features and pricing most desired by customers across various consumer segments. By understanding the decision drivers and analyzing the multiple combinations of possible device attributes, Market in View utilized TURF analysis to determine the optimal portfolio of devices, which will maximize overall purchase interest.
|completion date:||March 2015|
|the approach:||Market in View surveyed over 2500 respondents who were considering a new device. They were presented with a series of devices with varying brands, features, and prices. Respondents selected their preference and based on their choices, the values that consumers placed on various characteristics of the devices, brands, and price were determined.|
|the results:||Market in View identified customers’ desired combination of hardware characteristics, brand, pricing, and preferred method of payment. Combining techniques, an optimal set of devices along with pricing was recommended for the product portfolio.|