Solution:
given the enormity of the different proposition elements available, an adaptive conjoint methodology was designed as the most accurate means to quantify how important different product and service features are relative to one another.
Conducting a conjoint analysis requires a visual platform, as respondents need to be able to read and digest the different propositions on offer, in order to provide an informed evaluation and rate their strength of preference for the propositions. The most appropriate methodology then, for a business to business survey, was online.
Respondents were shown an average of 40 screens, each made up of two different propositions. Critically these were designed to be appropriate and appealing for a business professional; thus ensuring that the survey was easy to read, engaging, and that drop out rates were negligible.
Result:
armed with this research, our client is able to clearly identify the most important service factors that they should be offering to business customers; and also understand that trade-offs that customers would be willing to make in order to receive the best service possible. Furthermore, by appreciating the way business customers view the energy market, the client’s strategy is focused not only on the right product, but how to deliver it to the market in the right manner.
