New Product Development: Typical Engagements
International Market Sizing and Demand Estimation: PC Hardware and Software
A major software developer asked ConStat to measure the degree of usage and licensing of its software in a specialized PC hardware category currently experiencing rapid growth. Encompassing both qualitative and quantitative elements, this two-phased research project included 175 in-depth and nearly 1,900 quantitative surveys across six countries.
The project included interviews with wholesalers, retailers and end users of this hardware category to obtain a complete picture of its distribution and usage. Estimates were provided for total demand of the new product line and cannibalization of existing hardware products. The goal of the research was to determine the factors necessary to drive the choice of software used on these PCs.
The research was used to help guide development of programs designed to give the client greater control over share of its software in this expanding hardware category.
Product Development/Form Factor Evaluation: Personal Computers
A major personal computer manufacturer was interested in evaluating the market opportunity for a variety of potential PC form factors. ConStat conducted a study by recruiting respondents to a central location in four different cities nationwide, allowing consumers to evaluate prototypes of eight potential PC form factors in person.
Respondents first evaluated each form factor based on appearance only, then provided additional information about their preferences once system specifications and price ranges were provided. The client was interested in understanding both overall preferences for the various designs as well as how each design would appeal to different types of users.
Results of the study were used to understand the market opportunity for each form factor and to understand how different form factors would be used in different situations by consumers. This enabled the client to identify the most relevant features and capabilities for each form factor, as well as to tailor marketing messages to specific demographic segments of the target consumer market.
Evaluation of Feature Preference and Demand for Alternative Internet Access Devices
The client wished to market equipment in conjunction with Internet access service and needed to determine the best category of device (Web TV, Network PC, Internet Phone) as well as specific brand of device to offer in package.
In order to address and answer these questions, ConStat conducted in-market testing and research in multiple markets throughout the U.S. Research consisted of mini-groups, product testing and evaluation and quantitative analysis of demand, attitudes and preference.
Product Development/Hispanic Market Opportunity: Financial Services
A major banking institution wanted to identify the best product offering for the Hispanic market. Specifically, they needed to determine product preferences and pricing structures that were most appealing to this growing segment. ConStat’s goals were to determine attractive product attributes and understand price sensitivity, as well as the relative influence of each.
To accomplish this, ConStat developed an interactive model or decision support simulator (DSS) that determined the relative share of choice for a variety of product configurations. The results from the DSS were ultimately used to determine the features and an optimal pricing strategy for a new product.
For this study ConStat used discrete choice analysis to identify the best service package (including pricing) that yielded the greatest market opportunity and employed visual aids to increase the respondent’s ability to fully evaluate the choices. A phone-mail data collection design offered the most efficient means to collect the required information, execute the analysis and maintain a projectable sample.