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Market Simulation Helps Keep Computer Manufacturer on Top
Case Study 1: By identifying customer preferences across regions and measuring the market impact of a new product, Gartner Custom Research helped a leading manufacturer take the guesswork out of a new product launch.
SITUATION
A leading computer manufacturer wanted to:
- Increase market share
- Identify product configurations best suited to specific market segments and geographic regions
- Test the introduction of a new line of laptop systems
SOLUTION
Gartner Custom Research helped the manufacturer by conducting a market simulation. The research objectives were to:
- Find out which product configurations are most preferred by target segments and in North America, Europe and Asia
- Assess the impact of a new line of laptops on sales of existing laptops
- Understand the trade-offs among product features
- Direct next-generation product development by testing new ideas for products and features
To get the answers, research sessions were administered in the U.S., U.K., Germany and Japan where participants viewed and rated current, next-generation, and competitive products and features.
The data was then analyzed to understand such product and feature preferences as:
- Low weight versus extended battery life
- Preferred screen size
- Processor speed preferences
- Expandability options
A day-long session helped the client team understand and internalize the research results and spreadsheets allowed them to model "what if" scenarios (EG: Is an 11-inch laptop screen more or less preferred in Japan?) by changing features or types of laptops.
RESULTS
The client was able to make the go/no go decision with confidence because the research gave them knowledge and a clear understanding of:
- the PC and laptop market
- optimal products and features for key segments and regions
- common customer needs and wants, including critical regional nuances
Objective measurement of this data along with Gartner's solid knowledge of key competitors and market trends helped this laptop manufacturer successfully support their next-generation product planning.
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