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Optimizing your Product: How Market Research can Guide you on the Most Profitable Design

by Charles L. Colby, Chief Methodologist, Rockbridge Associates

Designing a new product or service is marked by challenging trade-offs in the early part of development. The benefits of richer functionality and superior quality increases the development and production costs as well as the required price to break even. Market research methodologies can create simulations of purchase situations that present trade-offs to consumers. Rockbridge Associates explains how "choice analysis" can facilitate product design from the beginning. Read White Paper »