a new approach to product ... - trc market · pdf filechief research officer - trc may 3rd...
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Configuration: A New Approach to Product Development
Research
Rajan Sambandam
Chief Research Officer - TRC
May 3rd 2011
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How we buy
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Make Choices
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Build Stuff
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Make Choices Conjoint
Build StuffConfiguration
Research Approaches
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Conjoint
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Configuration
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How Configuration Works
Building block approach
Price constraints
Product evaluation
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Example – Communications Package
TV Internet
Phone
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15
Which home services are most often chosen?
Video service High-speed Internet service Home phone service
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0
100
0 50 100 150 200 250 300
Cu
mu
lati
ve %
of
ho
use
ho
lds
Spend ($)
100
Median value: “build-your-own”
Median willingness to spend (pre-build)
Low-spenders (bottom 15%)
85
215
High-spenders (top 15%)
150
How much will people pay for video, voice, and data?
161
16
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Where is the money spent?
Xtra boxes
Avg. video spend ($) Avg. Internet spend ($) Avg. phone spend ($)
Core TV
Premiums DVR
HD Core Internet Datacard
Modem
Core Phone
Xtra lines
17
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How well can people build for others?
Let’s speculate….
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20
Which home services are most often chosen?
Self Other
Overall Services
$ S
pe
nd
ing
TV Premium TV
% C
ho
osi
ng
Internet
% C
ho
osi
ng
Phone
% C
ho
osi
ng
Total Spending
$
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When to use configuration
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Yes, this really is the last slide
Rajan SambandamChief Research Officer – TRC
@insightologist