In this session, we’ll discuss how research – primarily through conjoint – informs how Microsoft creates business models that align to customer value and support growth for the company. Research supports decisions over the unit of monetization, how we ‘package’, and how we price. We’ll discuss some of the ongoing challenges in understanding customer tradeoffs for new offerings that require consideration of pricing, packaging, and new business models simultaneously, and will review a couple of case studies involving business problems which required innovative research approaches.
