ANALYTICS
ICM has run numerous research programmes to assess new products and propositions. There are many reasons for assessment not least of which is refinement.
On one occasion a client was looking to refine a well established product and wanted to understand how introducing a variant to market would impact its own business and that of it competitors.
ICM’s solution was to deliver a targeted questionnaire to our NewVista panelists and to use a form of conjoint analysis to model the impact of the new product introduction. The model included a market simulator which enabled the client to further explore product refinements.
