CASE STUDY:
Concept Test for New Offering with Uncertain Target
Background: One of the largest high tech firms in the world needed to figure out what features to build into the next version of a rapidly evolving product.
Objectives: Tell the designers and developers what to build & for whom by rigorously test concepts with a variety of potential target audiences.
Challenges: The client had a long list of both highly general & very detailed ideas to test. Plus, many of the ideas were just words on paper. There was no no pre-existing customer segmentation or target definition.
Solution: Schireson developed a customized approach:
- Designed the survey instrument to assess both general priorities as well as must-have features
- Used multiple analytical techniques (including clustering, CHAID, and TURF)
- Clearly identified both the most promising features and most promising audiences
- Tested with 1000s of respondents globally
Results: Clear recommendations on what to build and which potential customers to target.
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