Research Objective

• A leading healthcare technology company needed to identify existing product attributes within a product line that were not optimizing incremental customer reach.
• The focus was on both product features and offers.
• A survey would need to be designed, scripted, and fielded among healthcare professionals.

Scope & Methodology

• A MaxDiff and TURF analysis was required to identify the best/ideal set of product attributes and build an optimal model of product combinations/attributes that would reach the maximum number of unduplicated customers.
• After completing the analysis of the best product attributes, an interactive simulation of customer preferences was designed to observe all possible attribute combinations.

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Value Delivered

• As a result of these analyses, the client was able to build a more effective product line consisting of the most preferred product line while also maximizing customer reach.
• With this information, they determined that 90% of participants were very likely to purchase from this combination of product offerings.

Learn more

• Understanding Relative Importance of Healthcare Imaging Features for New Product Development – A survey + MaxDiff case study
• Optimizing Healthcare Technology Offerings to Avoid Cannibalization | A MaxDiff TURF case study
• Tips for the First-Time Conjoint Analysis Researcher

Research Objective

• A personal care client developing a new product needed to understand the ‘must have’ attributes of their product.
• Specifically, they needed to know whether to dial up or down the scent, consistency, and dispersal amount to achieve the optimum level of each attribute.

Scope & Methodology

• After testing three product variants, participants rated the intensity of several attributes – how did it compare to being “Just About Right”
• 5 point scale ratings were converted to 3 point scales and mean likeability scores were calculated for each attribute followed by mean drop scores for the off-limit groups.

Value Delivered

• The product development team was able to understand which product features of the three variants were more and less desirable, and were able to adjust the thickness and scent strength appropriately to improve likability of the product.

Check out other related case studies

• Increasing Customer Acceptance For Controversial Pet Food Format – A survey case study
• Improving Sales by Understanding Pain Points of Sales Reps – A home appliance survey case study
• Evaluating the Effectiveness of a Campaign with Brand and Message Recall – A consumer media survey case study

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.

Check out other healthcare case studies

• Tracking Physician Perceptions of Diabetes Pharmaceutical Representatives – A physician survey case study
• Face-to-Face On-Site Medical Leader Interviews – A B2B interview case study
• Building a Strategic Business Plan Grounded in Industry Data – A pharmaceutical data analytics case study