Recall from Chapter 1, an electronics firm was contemplating what attributes would appeal to its customers if it were to issue a new wearable. The features that the brand team focused on, and the dummy variable codes, were these:
Design appearance: small smartphone (1) wristwatch (0)
Apps activated by: touch (1) voice (0)
Annual Fee: $0 (1) $20 (0)
Co-branding with teams: yes (1) no (0)
They ran a conjoint study on every 10th customer who came into one of their retailer partner’s stores until they had a sample of 100. The 4 factors listed above result in 16 combinations (2 × 2 × 2 × 2 = 16). Each person rated the 16 possibilities from 1 (would not consider buying such a wearable) to 100 (would definitely purchase such a unit).
The regression results follow: Wearable attractiveness = 0.6 design + 0.2 activation + 0.9 fee + 0.1 co-branding.
What features do you wish the company had included that might appeal to customers more?
