Major Projects: The value of innovation to mobile telephones

Situation: European manufacturer facing declining sales, shortening product life cycles and intense competition. What future features and services should be invested in to maximize sales over a short product life cycle?

Mission: From an array of potential technologies, software, designs and services identify what utility values customers would place on the improved performance and new attributes these future capabilities would create. Then answer questions such as interactions between brand and future attributes, pricing options, market segmentation, simulations of the effects of competitors' reactions, market share potential and product positioning.

Methods: Focus groups, in-depth customer interviews, stratified random sampling, choice-based conjoint latent class analysis and simulation.

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