Product / Service Design

BRG has pioneered the use of CONJOINT ANALYSIS to define service strategies that maximise the amount of satisfaction delivered to customers.

The technique involves identifying all of the service attributes that are relevant to customers and defining the alternative levels of service that could be provided for each attribute.

Conjoint analysis is used to provide utilities for all levels of service on all attributes thus showing not only the best combination of service levels but also the impact of trading up or down on service levels.

The technique works in conjunction with customer satisfaction analysis and provides a quantitative method for developing solutions to weaknesses in performance.

Conjoint research is also used more conventionally to define the best combinations of product attributes.