Love it… Love it… Want it! Using Anchored MaxDiff to Identify New Product Ideas that Motivate Purchase

Corporate Research Track

At Bose, we love to create exciting new audio experiences for our customers. But just because we think a new idea is cool doesn't always mean consumers agree, or that it will motivate them to choose our products over the competition. In this marketing study, we use direct binary anchored MaxDiff to learn which new product features most excite premium audio consumers and identify the experiences that might inspire them to choose Bose.

Tracey Di Lascio-Martinuk, Bose