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