This hands-on assessment measured the appeal and purchase interest of five product models. The prototype models varied in size, weight and battery life. Through a series of trade-off and TURF (Total Unduplicated Reach and Frequency) analyses, the ideal portfolio of products was identified. A recommendation was made that would cover the interest of 95% of customers with a minimum number of models.
|completion date:||April 2012|
|the approach:||Recognizing that size and weight need to be experienced first-hand, 200 people from two different markets were interviewed in this study. These in-person evaluations used custom device models developed specifically for this study. Participants ranked models according to purchase intent and by various physical attributes. Direct comparisons were made between devices and informed trade-offs were introduced to eventually arrive at the ultimate range of options.|
|the results:||Purchase intent was compared before and after the trade-off information was revealed. A “sweet spot” where the purchase interest was highest was determined. Analyses for differences across gender and age groups were also provided. By performing a TURF Analysis, Market in View recommended the ideal portfolio of models that would fulfill the needs of the marketplace.|