| Dissertation studied and stated how to conduct product concept test via conjoint analysis method, during new product development procedure. With analysis on new product key attributes and respective levels, as well as followed calculation on attributes part-worth and total product utility, it reveal how the product profiles, which was created by product concept, impact end-user’s choice preference. The results provide valuable inputs to optimize and adjust product design. Further study performed to predict new product’s market share via simulation approach.The study was based on a new electrochemistry analytical instrument, which was launched to market lately by group company A. Assuming it’s still in concept test phase, after a couple of profiles were created, the new product concepts was conducted to go through CA (conjoint analysis) process, which consists a couple of steps like choice on key attributes and levels; choice on CA model; invite respondent to rate the profiles etc. Dissertation drew a conclusion that new product profile, created by group company A, was appropriately designed, after calculating on max. utilities as well as market share simulation. In the meantime, statistical data showed a value-added feature "Method" thanks to the innovative design, with which a factor of relative importance14.89%among the key attributes.In addition the dissertation made several proposals upon electrochemistry analytical instrument new product development. For instance the feature of user operating experience has the highest priority than the other features; user intend to get data handed via advanced computer system instead of on instrument side; integrating user workflow that fits to use case best.Dissertation study firstly validated utility of CA as one of means of product concept test. Secondly it answered the confusing for A company’s new product, that how the key features impact user’s choice preference. Last several proposals were addressed for NPD... |
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