Portfolio · 2025
Market research ahead of a new service launch
Assessment of demand, willingness to pay and barriers by segment.
Task
To determine whether real demand for the service existed and at what price point the target audience would prefer it to alternatives.
What was done
A CAWI panel and telephone survey, price sensitivity measurement (Van Westendorp) and conjoint analysis. Segments were defined behaviourally.
Outcome
The study found adequate willingness to pay in only two of six segments. The client refocused the launch on those segments and trimmed the product line.
This case is published in summarised form. The client's name and primary data are withheld under a confidentiality agreement.
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