By conducting an online nationwide survey, a downloadable application for data-devices was evaluated. Using the Van Westendorp pricing methodology, we were able to predict the optimal market price point for the service. In addition, we were able to determine the incidence and profile of user segments that show the highest interest in the new service.

service: Quantitative
completion date: December 2005

the approach: By conducting a nationwide online survey, a downloadable application for data-devices was evaluated to determine purchase interest, expected usage, and price sensitivity. In addition, current features interest was obtained, as well as interest in future service content.
the results: Using the Van Westendorp pricing methodology we were able to predict the optimal market price point for the service. Recommendations were made based on the profile of user segments that show the highest interest in the new service. Additional recommendations regarding important features and opportunities for future upgrades were also provided.