Value proposition testing with conjoint analysis

How to establish a robust and reliable testing environment

Source: Volkswagen Danmark

In fact, 72% of all new product initiatives flop

Research approach

Systematically testing value propositions can dramatically reduce risk and easily make up the difference between a commercial success and a commercial failure

Starting with the problem

Exploring and designing

Testing, experimenting and learning

Maintenance plan attributes and related levels

Testing environment: Applying the conjoint results



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