Case Study
Business Issue
A major auto brand sought to rethink its traditional approach of pre-determined models by empowering customers to “build” their own vehicle. The company needed to explore how a customizable configuration could reshape its sub-brand lineup and determine whether this customer-driven model would be a viable growth opportunity.
Custom Approach
To address this challenge, the team implemented an adaptive choice conjoint model. This approach helped uncover how consumers assess vehicle features and prioritize their preferences. Using consumer feedback, the team designed an optimal product line—zeroing in on the most desirable features that customers were willing to pay for—and benchmarked this model against in-market competitors to gauge its competitive strength.
Growth Outcome
The initiative enabled the client to validate the financial viability of the new configuration builder. Buyer teams gained a clear understanding of the primary configurable options that would maximize ROI. Moreover, by incorporating pricing as a key factor in decision-making, the brand could accurately predict market performance, monitor the impact on its lineup, and drive overall sales growth.
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