Optimizing Products, Portfolios & Value Propositions

Leverage sophisticated trade-off modeling methods to identify the combinations of features, benefits or claims that will perform best in a competitive market.

Some product development teams have nearly infinite options in how they define a product, service or loyalty program.  Design research can help guide the process, but at some point you will need rigorous quantitative assessments of the trade-offs consumers are willing to make so you can define your offering to maximize its penetration, revenue or profit potential.

Key benefits of optimization research include:

  • Knowing the most promising product to build
  • Not leaving money on the table through overly low prices or overly rich feature sets
  • Minimizing cannibalization and maximizing portfolio-level success metrics


  • Ratings-based Conjoint

    Assessing the appeal of a potential product in a fashion that allows us to statistically decompose the features driving appeal to simulate the appeal of thousands of other possible configurations. Best for go/no-go purchases without competition at point-of-sale.

  • Choice Modeling (Choice-Based Conjoint)

    Assessing appeal when features and prices of all competitive options can be varied, allowing us to statistically decompose the features driving appeal to simulate the selection likelihood of other possible configurations.

  • Menu-Based Conjoint

    Assessing appeal of potential offerings where customers get to configure the elements or add-ons available at extra cost. Allows us to simulate appeal of alternatives with varying options or price points.

  • Choice-Based Segmentation

    Clustering respondents based on their feature preferences, attribute importance and price sensitivity as derived from their choices. Provides guidance for a set of products you could develop to each serve a different segment.

  • The Demand Landscape

    Understand how revenue and unit share are distributed across segments and jobs-to-be-done to align your portfolio while avoiding cannibalization and prioritize your innovation efforts around white space.

  • TURF Analysis of Claims

    Identify a combination of claims that together reach the most potential customers with something they find compelling, believable and differentiated so you can maximize appeal with one set of statements.

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