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Determining Core Features

A national telecommunications company had developed a new service that pulled content from the Internet and household computers for display on a television. This innovative service would be available at a fraction of the cost for satellite or cable television service. Product plans suggested several features for this new service, but the client was not sure which features to include. We employed a MaxDiff methodology to determine which features would have the most positive influence on the service’s appeal.

After we completed interviews, we computed MaxDiff scores and indexed the values to the expected percentage. The results of the analysis indicated that more basic features would be most appealing compared to other features like a cable television tuner and social network applications. This narrowed the scope to the most appealing features and left out extras that would have added little value and driven up costs.

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