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Using Importance Measurement to Drive Product Improvements

Marketers need to prioritize improvements to their products or services. Organizations must make tradeoffs, letting some improvements take a higher priority than others. By knowing the importance of the various product or service features to consumers, marketers can focus on changes that give them the biggest "bang for the buck." Therefore, attribute importance measurement is critically important to factbased product optimization efforts. What you will learn from this Webcast: The difference between salience, importance and determinance The difference between stated importance and two different kinds of derived importance revealed preference (RP) and stated preference (SP) models Why the most commonly used methods produce very poor measures of stated importance, and examples of ways that are better Four ways of doing derived importance, and why the most commonly used methods rarely succeed with realworld data and its limitations How to determine which stated or derived method is appropriate for your needs Real world examples will be used to illustrate these points. Who Should Attend: CMOs, VPs Marketing, VPs Research, Research Directors, Research Managers, or anyone with bottomline responsibilities in marketing, research, product development, customer satisfaction, quality assurance or customer management initiatives and strategies. All you need to attend is: A 56Kbps Internet connection or better Netscape 4.x or Internet Explorer 4.x (AOL users: AOL5.0 and above only) Speakers for the audio The WebEx Event Manager installed before the event at http://amawebcasts.webex.com under "Set Up." NOTE: This plugin will automatically install unless your browser has high security settings. A Windows PC

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