Smartphone Feature Optimization
To understand how various features including brand and prices influence consumers’ choice of smartphones and in turn, find out the optimum combination of features that resonates most in the price segment.
Whats Inside ?
- Introduction
The study was conducted by the client for different price segments to identify some important features to include in the future line-up of smartphones. - Objective
To understand how various features including brand and prices influence consumers’ choice of smartphones. - Target Groups
100% sample coverage done for recent smartphone buyers (purchased smartphone in last 3 months) - Methodology
This research required evaluating a set of 17 smartphone attributes in the $600+ price category thereby leading to many product combinations to be tested. So, an Adaptive choice-based conjoint (ACBC) was preferred. - Results
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