Conjoint Product Feature Assessment
Sector: Machinery Manufacturing
Heavy Equipment Manufacturer

Identify value of various factors in purchase of heavy equipment including brand, price, durability, performance, and service intervals. The results of the research were used to create a model to test various pricing strategies and resulting market shares based on attribute combinations.
Research Solution

Online Conjoint Survey

Business purchase decision makers regarding purchase of heavy equipment for their companies were screened and recruited from national online survey panel. Survey was designed to measure relative importance of attribute levels via a conjoint exercise embedded into survey.
Key Insights

The results of the study indicated that in addition to price there were several attributes that if developed and marketed properly, a distinct advantage could be leveraged in the market.

Product feature development and messaging themes were identified to inform a strategy to grow market share among buyers currently satisfied with competitive equipment.