This study evaluates the consumer appeal of a new durable device concept with potential application to five different body types, including an exhaustive analysis of key metrics. The study also draws from a significant sampling of owners of an existing rugged device model to pinpoint the most important features of these devices and contrast this data with detailed feedback on the new durable product concept from a general marketplace sample.

service: Quantitative
completion date: November 2008

the approach: The survey garnered information from two bases: 1,109 prescreened mobile product customers, and 312 current owners of the existing rugged device. Participants were recruited by e-mail and completed an online survey.
the results: This study gauges the potential success of a durable device concept, defines unpriced/priced purchase interest for four types of phone format and determines which is most likely to generate commercial success. The results include an analysis of key metrics such as concept appeal, price sensitivity, potential demand and comparison to appeal of standard-durability products. A Van Westendorp analysis hones in on optimal price points and market range, plus low and high prices, for each model, including quantified variances between offered and optimal prices in order to provide client company with increased pricing confidence. Study results also feature projected total market share for each body type equipped with the durable feature. Participants provide data critical to the development of the product by specifying the alterations in size, style and display they are willing/unwilling to accept in exchange for the durability feature, expressed in percentage of drop in purchase interest, and indicate which of these tradeoffs would most negatively impact their willingness to purchase. A thorough assessment of the tested concept by users of an existing device known for its durability further corroborates the most important concept features, purchase drivers and overall appeal.