| Methodology |
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| Product / Design Clinic |
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| Research is conducted in each stage of the development process to gather actionable information from a consumer point of view: |
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- Relative strengths / weaknesses of models under development are evaluated on various criteria such as imagery, attractiveness, and purchase intention.
- Target user characteristics are clarified by comparing user needs and desires to product benefits.
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| Cluster Analysis |
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- Users are classified based on their attitude or behavior toward the product by cluster analysis.
- Each user segment is clarified by developing a full profile analysis of each group.
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| Conjoint Analysis |
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| Minutely measures consumer preferences (stimulation for purchase) for product attributes (performance, features, specifications, etc.) |
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- Possible to evaluate the relative importance of each attribute. This is especially effective for a product with many attributes.
- By using computer-aided interviews, the utility scores of each attribute per respondent can be assessed.
- An effective tool for pinpointing the most appealing product design in the mid-product stage of development.
- Can provide a sample of a virtual market based on each utility score calculated.
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| Example of Conjoint Analysis Results |
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- Utility scores for cellular phone attributes and levels for the total sample are obtained using computerized conjoint analysis.
- An attractive combination of specifications can be proposed based on these results.
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