Discreet Choice Analysis/Modeling
Primary Use:
- Build a product or service from various alternative components or features (elements)
- In particular, gauge consumer willingness to pay for different combinations of elements
Recent FRC Applications :
- Identify the optimal combinations of features for a credit card re-launch
- Assess relative appeal of product claims that combine a consumer benefit with a supporting "reason to believe"
- Identify optimal price structure for each line member in a multi-SKU line of established products vs. competitive product lines
- Establish whether new line extensions in an established brand could tolerate premium price points
