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New Wallboard Product Introduction

Situation

Leading building materials company sought to quantify the potential value of product performance improvements in wallboard. Product positioning assessment relative to incumbent products was required up and down the value chain including architects, builders, contractors, and property owners.

Approach

Principia developed a program to determine the demand curves for the new wall panel product. Adaptive choice based conjoint (ACBC) was utilized to allow over 1,000 trade and homeowner respondents to identify the performance characteristics of greatest importance based on a long attribute list. Dual conjoint analyses were conducted simultaneously across all audiences to determine value proposition differences between product design alternatives.


Outcome

The Client developed value propositions around program results and introduced new product line resulting in $50 million in new revenue and $15 million in gross margin gains.

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