Case Study
Business Issue
For the past four years, Radius Tech has partnered with a leading provider of wearable health and fitness trackers and smartwatches on an annual study to explore features, portfolio, and pricing strategy. The specific objectives have varied each year:
- 2022: Evaluate the device portfolio to prioritize innovation, model the competitive market, and estimate volume shifts in response to product configuration decisions
- 2023: Identify key features that could drive value for a subscription-based device model
- 2024: Optimize smartwatch rollouts and refine the GTM strategy to increase the rate of smartwatch attachment to smartphones
- 2025: Develop the portfolio to enhance adoption across current and planned wearables and promote attachment among key target audiences
Custom Approach
Radius Tech designed a custom conjoint solution tailored to address the specific objectives of each wave. Each year’s program included four core components:
- A calibration exercise to capture individual engagement and preferences, helping to identify the most relevant product attributes for development
- A Market Optimization Conjoint to measure preferences across a broad range of devices from both client and competitive brands, using a Discrete Choice Experiment (DCE) to simulate purchase decisions in a realistic market context
- A MaxVal™ feature prioritization exercise to identify the most impactful elements
- A micro conjoint, used as a second DCE to refine product preferences based on insights from earlier stages, further fine-tuning the offering
Radius Tech also used its proprietary learning algorithm to optimize information density by tailoring each participant’s consideration set through sequential adjustment of DCE tasks.
Growth Outcome
Case Study
Business Issue
For the past four years, Radius Tech has partnered with a leading provider of wearable health and fitness trackers and smartwatches on an annual study to explore features, portfolio, and pricing strategy. The specific objectives have varied each year:
- 2022: Evaluate the device portfolio to prioritize innovation, model the competitive market, and estimate volume shifts in response to product configuration decisions
- 2023: Identify key features that could drive value for a subscription-based device model
- 2024: Optimize smartwatch rollouts and refine the GTM strategy to increase the rate of smartwatch attachment to smartphones
- 2025: Develop the portfolio to enhance adoption across current and planned wearables and promote attachment among key target audiences
Custom Approach
Radius Tech designed a custom conjoint solution tailored to address the specific objectives of each wave. Each year’s program included four core components:
- A calibration exercise to capture individual engagement and preferences, helping to identify the most relevant product attributes for development
- A Market Optimization Conjoint to measure preferences across a broad range of devices from both client and competitive brands, using a Discrete Choice Experiment (DCE) to simulate purchase decisions in a realistic market context
- A MaxVal™ feature prioritization exercise to identify the most impactful elements
- A micro conjoint, used as a second DCE to refine product preferences based on insights from earlier stages, further fine-tuning the offering
Radius Tech also used its proprietary learning algorithm to optimize information density by tailoring each participant’s consideration set through sequential adjustment of DCE tasks.
Growth Outcome
The pricing strategy research has informed the client’s product roadmap, pricing strategy, and go-to-market (GTM) approach. Key findings have refined the brand’s integration strategy, improving alignment with smartphone ecosystems. Ongoing optimization—driven by consumer preferences and feature prioritization—has helped the client remain competitive in a rapidly evolving category.
Let’s talk about how Radius Tech can support your next big decision.
Let’s talk about how Radius Tech can support your next big decision.
