In this study, Market in View recruited consumers and business decision makers to evaluate a new transportation safety concept for mobile devices that would permit disabling of specific features while driving.
|completion date:||December 2009|
|the approach:||Over 500 respondents participated in an online concept study, of which more than 400 were consumers and over 100 were business decision makers with responsibility over transportation operations.|
|the results:||This study provided an in-depth look at appeal and key metrics of a mobile transportation safety concept among two distinct market segments: consumers and business decision makers. A Van Westendorp pricing analysis was completed to determine optimal price points for each of the two target segments. Market in View’s findings about optimal price, key drivers and highest potential user groups provided a solid foundation for issuing marketing strategy recommendations to its client.|