This paper describes how marketing intelligence allows Sony Ericsson to make a more valid assessment of the capitalised value of new products and services enabled by 2.5 and 3rd generation technology. As standard (conjoint) methodologies do not suffice, a new trade off technique is presented. The article focuses on the practical and methodological problems that made the new technique necessary. In addition, the paper describes the types of results and how Sony Ericsson uses them. The paper is based on the learnings gained in two global surveys in 2001.