The Challenge
Many product launches fail because the concept was never tested against real willingness to pay and trade-offs. Focus groups provide qualitative signals but no quantification. Simple surveys miss that customers cannot rank what they want - they choose in context, under constraints. The result: products nobody asked for, at prices that don't work.
Who is it for?
Product managers, innovation teams and R&D leaders who want to move concept development from gut feeling to data-driven decision-making. Companies that need to quantify market potential before launch.
Our approach
We combine conjoint analysis with MaxDiff and concept testing in an integrated process. Conjoint reveals real trade-offs at individual level (HB estimation), MaxDiff identifies which attributes actually drive preference, and market simulation shows what happens at launch - including competitive response. We complement with price sensitivity analysis per concept so you know not just what is preferred, but what customers are willing to pay.
Deliverables
- Concept scorecard with demand estimates
- conjoint analysis with individual utility values
- optimal feature configuration
- price sensitivity analysis per concept
- market simulations with competitive scenarios
- go/no-go recommendations with economic impact analysis.