The potential reward for introducing a new technology is enormous – but so is the risk. That’s why, prior to launching any new product, technology makers must be certain that the new product’s benefits will generate strong interest, that features address market needs and that the price will capture market share yet maintain adequate ROI.

A global leader in wireless, broadband and embedded electronic products came to MSI about a new integrated voice and data device. Prior to full-scale development, the client wanted to know which specific product features and benefits would be of greatest interest to several target market segments, and what price points would support revenue targets

We began by asking potential customers – mobile workers, business and IT/telecom decision-makers – to evaluate via trade-off analysis a variety of hypothetical configurations. We quantified the degree to which each potential feature and price point contributed to interest in the device. We then identified market segments based on each group’s reaction to the range of configurations. Our deliverables included a menu-driven market simulator allowing the client to play “what if” scenarios for the market overall, and by key segments. That helped our client fine-tune before market launch, thus optimizing demand while maintaining margins.