Deciding what the next accessories range should be
In a crowded category, every product in a range needs a clear job. An accessories brand wanted to plan its next line-up and a way to get there, so we built a simulator to try whole ranges before committing to one.
- Client
- Consumer electronics company
- Industry
- Consumer technology
- Market
- North America
- Kind of work
- Product and pricing
- Our role
- Choice modeling and portfolio simulation for an accessories range
The question
The brand sold a range of accessories up against some very strong products.
It wanted to know what the best range would look like for its priority customers, what job each product should do, and how to move from the range it had to the one it needed.
Our approach
We built the work on choices. Buyers chose repeatedly between products described by brand, a set of features and a price, so all three competed on the same screen.
We calibrated those choices to the market and built a simulator on top. Before trusting it with anything new, we set it up to reproduce the current market, as a check against the real one.
From there it could build ranges of different sizes from a blank page, and test the specification, price and role of each product within a range against the range on sale today.
We were clear about what a simulator is: an estimate of preference when every buyer can see and find every product. It points to a direction to build toward.
What the team came away with
The category team had a working model of its own market, with a proposed range and a clear job for each product in it.
It also had a path from the current range to the new one, product by product, so the range could change in steps the business could manage.
Who we heard from
Buyers who use or would consider products like these, in a choice-based trade-off exercise
Related work
View product and pricing case studies- What we do
- Conjoint and choice modeling
Planning a range or a price?
Bring the choice in front of you, and we’ll suggest how to approach it.
A partner or director will reply.