Troomi Wireless is a mobile communication company offering safe mobile phones for children. Their mission is to help kids discover their talents and safeguard them along the way. Troomi Wireless used choice-based conjoint to better understand their target audience. By analyzing the choice patterns, Troomi was able to fine tune its targeting and uncover unexpected insights. The choice patterns (i.e.: utility scores) were used to create respondent-level "affinity" scores. Results from the CBC contributed to a complete change in strategic direction.
