ADAPTIVE CHOICE BASED CONJOINT
How to model consumer preferences?
- Given the high number of smartphone attributes adaptive choice based conjoint (ACBC) was implemented
- ACBC helps to narrow down irrelevant product options and let respondent concentrate at products he/she will be most likely to buy, and test these options with higher precision
SIMULATOR
What share could new smartphone options receive?
- Multiple scenarios including new concepts along with currently available popular smartphones tested
- Product’s share and revenue at various price levels compared
- Product’s offering optimized for different consumer segments
WILLINGNESS TO PAY FOR FEATURE
What features are in high demand? What premiums are consumers willing to pay for these features?
- A “most wanted” set of features for low, medium and high price smartphone segments defined
- Strategic recommendation for client’s R&D team made