Successful brand teams take a hard look at the product line-up and portfolio to ensure positive demand and growth with customers. The brands featured below used customer-centric insights to improve existing products and determine the right mix of features and benefits.
Business Issue: The brand team sought to evaluate and optimize features for a next generation healthcare device among lab managers, as well as determine pricing elasticity to pinpoint optimal pricing thresholds.
Approach: A quantitative survey among lab managers and decision makers with an Adaptive Discrete Choice exercise to understand feature preference and pricing thresholds.
Growth Outcome: The survey identified the device features on which lab decision makers place a premium. It helped determined the optimal configuration of features in relation to price within labs, and evaluated price elasticity and determined optimal pricing thresholds.
Business Issue: A nutritional products manufacturer was seeking to enter the energy bar space by introducing a new product concept that consisted of bite-size portions. The brand team needed to identify the right combination of base flavor, coating flavor, and texture.
Approach: A combination of qualitative research with category users and a concept-building exercise helped determine a product configuration that would differentiate from the competition and gain share.
Growth Outcome: The brand team learned that their ingoing assumptions about the optimal offering were slightly off base, and we were able to help them find a better product to take to market. This product resulted in a 25% higher level of demand versus their initial concept idea.
Business Issue: A homeowners insurance company sought to identify potential gaps in its offering, and ensure that specific new concepts were compelling and understood.
Approach: A mix of Real-Time Concept iterations in focus groups combined with a quantitative survey featuring a MaxDiff approach was used to optimize and prioritize concepts.
Growth Outcome: The research created an innovation roadmap based on the current gaps in offerings, and identified the most consumer-oriented articulation for new ideas.
Additional insights on Optimization: Susan Hart and Mike Patterson discuss competitive context as well as the role of choice modeling in optimization studies.
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