Product Research for a Software and Information Company
PURPOSE
- An international software and information provider serving B2B markets was developing AI capabilities that would layer into its flagship products. Research was needed to understand use cases and inform bundling. The research also included a stage to test preferences for bundling options and model likely uptake under different pricing scenarios.
APPROACH
- Stage 1: Qualitative interviews with 31 decision-makers for the software and information products. The qualitative interviews were used to inform bundling strategies and understand reactions and drivers of adoption.
- Stage 2: Quantitative survey with same audience using a conjoint methodology was conducted to understand preferences and identify optimal configurations and pricing for different market segments. The survey featured a video demonstration followed by a conjoint exercise to test preferences for AI features, including purchase intentions with different configurations and associated premiums. The output included a market simulation tool that enabled the client to model likely uptake and revenue under different bundling and pricing scenarios.
OUTCOMES
Research informed the bundling and commercial strategy for the launch of a significant upgrade to the flagship product of a large, international company.
Author: Michael Dolenko
Michael Dolenko, MA, is a partner at Phase 5 and leads the Brand & Communications practice. Michael is a sought-after moderator and survey researcher for clients in financial services, retail, technology, education and publishing. He and his team focus on product and service innovation and studies that support go-to-market initiatives.