- Determine the value customers place on specific features
- Evaluate pricing of key bundles vs. top competitors
- Assess important selection criteria more rigorously
- Narrow down feature sets to offer in future products
- Finalize packaging, pricing strategies, whole concept
- Simulate market conditions to estimate customer demand, optimal price customers are willing to pay
- Key measures: share of preference, purchase likelihood
- Normally mail/self-administered, internet, not phone
- Across geographies, key segments