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The Virtual CustomerProfessor John Hauser of MIT, an AMS co-founder, is working with Professor Ely Dahan, to develop a process through which to inexpensively involve customers in the product design process from the earliest stages of development. (for more detail, see The Virtual Customer). These state-of-the-art tools are streamlining marketing and service delivery, and offer clients the opportunity to profoundly change the way new products are developed. We can assist clients with virtually every aspect of Virtual Customer research. At the outset, we work with clients to develop an overall research plan, select the appropriate testing methods, and design the individual research tests. Once these steps have been completed, we recruit test participants, administer the tests, and analyze the results. Finally, we help clients incorporate our findings into their short- and long-term strategic product plans. Several of the tools used in this process are described below. The Virtual Customer Tool SetThe Information Pump: An interactive game with fine-tuned incentives that encourage respondents to think hard and tell the truth. By "pumping" information from customers, we can uncover their understanding and impressions of new product concepts. Virtual Concept Testing: Testing of virtual prototypes with customers in a media-rich presentation environment, rather than creating expensive physical prototypes Web-Based Conjoint Analysis: Classic feature trade-off analysis that harnesses the tremendous speed of the Internet Fast Polyhedral-Adaptive-Conjoint-Estimation (FastPACE): A tool that employs new algorithms to gather extensive information on customer preferences using far fewer questions than through existing methods User Design: Customers "design" an ideal product using a drag and drop method that allows them to see real-time price impacts of various feature configurations Securities Trading of Concepts (STOC): By buying and selling product concepts as "securities" in a stock market-like setting, clients can discover their product's true value to customers To learn more, please contact us at inquiry@ams-inc.com or call Gerry Katz, Executive Vice President, at (781) 250-6303. |
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Copyright © 2007 Applied Marketing Science, Inc.
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