Research Objective

• A market leader in healthcare imaging equipment needed to understand the relative importance of imaging product features and estimate how those features would affect sales of a new product.

Scope & Methodology

• A list of product attributes was developed for a survey
• Product users rated the product features and post sales operations
• As part of a MaxDiff analysis, best and worst scores were calculated for each attribute and score differences across all available matrices were rationalized
• Comparison scores of each attribute were used to design a new product and estimate their impacts on sales

Value Delivered

• The client was able to understand the relative importance of a large number of product features. In particular, they learned that down time is ~3 times more important than price.

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