Case study #2 keyboard_arrow_left
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OPTIMIZATION 
Smartphone Optimization
RESEARCH OBJECTIVES:
- Smartphone manufacturer wants to understand which smartphone features are in high demand, and how much consumers are willing to pay for these features across various customer segments and markets.
Online Survey
4500 respondents across 3 markets
Adaptive Discrete Choice Model and Simulator
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