Handheld Device Optimization Using Conjoint


A handheld device provider sought consumer input to help narrow an expansive list of features in the development pipeline. They needed to ensure that they focused on the features that would be the most influential in market as they mapped out their development plan.

We interviewed a robust online sample of category buyers in six countries. Choice Based Conjoint (CBC) was used mainly due to the large number of features (30+) tested. A customized clustering technique was used to incorporate more features than a typical CBC, while still keeping the survey manageable for the respondent.

The research identified the relative importance/impact of individual features on the overall decision to purchase. Features that maximize customer acquisition and retention within the competitive portfolio, and are cost-effective, are being prioritized for development.

Make informed, impactful business decisions that move people into action