Deriving the Real Market Potential of New-to-the-World Products

Binner S., 2005 – Design & Innovations Conference – Berlin 2005

How can the realistic market potential of a new-to-the-world product be reliably estimated using conjoint methods before market launch?

By developing an extended ‘Purchase Likelihood’ model with threshold values, individual calibrations, and correction factors, the market potential can be realistically simulated.