Based on the insights from two customers in India, the innovative UI design for improving new customer registration was first launched in India. As a result, we witnessed a 6% increase in new account creation, which in itself is a big win given the Indian population. In the following months, the same design was adopted by the worldwide team, and was launched across all marketplaces. This resulted in 10s of Million$ win worldwide to Amazon. More importantly, it drove comfort with the idea that even qualitative research in India can deliver gains as big as big data worldwide.
Based on the insights from two customers in India, the innovative UI design for improving new customer registration was first launched in India. As a result, we witnessed a 6% increase in new account creation, which in itself is a big win given the Indian population. In the following months, the same design was adopted by the worldwide team, and was launched across all marketplaces. This resulted in 10s of Million$ win worldwide to Amazon. More importantly, it drove comfort with the idea that even qualitative research in India can deliver gains as big as big data worldwide.
Session I of this seminar describes several experiences with product tests and mappings as development tools. One paper deals in particular with preference maps from paired comparisons. The present paper adds some of our experiences in drawing mappings on the basis of results from paired comparison tests. It shows that the order of presentation does have an influence on the perception and the rating of product characteristics. It also shows that the rank order effect cannot be neutralized properly by switching the order of product presentation in a random half of each sample. As a consequence, mappings based on paired comparison tests are - in our experience - difficult to interpret. Thus, if at all possible, we recommend running monadic tests for such purposes. The experiences we describe derive from more solid products, i.e. roasted coffees, but the same can certainly be found in tests with the more ephemeral characteristics of (fine) fragrances.
Market research has developed several tools for selecting the optimal combination of product features. One of the methods which has become fairly popular within the last years is the "Trade-Off Model". With this method, utility indices are computed based on the evaluation of different product features through a sample of consumers. In our paper we are criticising the "Trade-Off Model" for not adequately describing consumer behaviour. We suggest using another product test approach, the "Experimental Pair Comparison Test", which permits an unbiased prediction of consumer behaviour. Empirical findings are presented to demonstrate the usefulness of the "Experimental Pair Comparison Test".
Combe Inc. proposes to market on a national basis in the UK the Odor Eaters gel insole. However, before initiating further progress in terms of manufacturing, it was considered necessary to submit to consumer appraisal the two primary variants. Accordingly, a split foot, paired comparison product placement test was conducted amongst Odor Eater BRC respondents, using these two variants.