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All four purifier concepts cleared the launch gate; forced choice and price testing picked the one to launch
A new entrant to water purifiers had four concepts at four price tiers and one launch slot.
Three hundred users and intenders across ten cities saw all four concepts in rotation. Likeability, forced preference and willingness to pay were measured in one interview.
All four cleared the launch gate on likeability, which on its own would have given the client four green lights and no answer. Forced choice gave the answer: one concept took nearly half of all votes, more than twice the next, and held that lead in every city and demographic. Price testing found headroom at every tier; we advised against using it in year one, when penetration matters more than margin. The client launched the winning concept at its tested price.
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- The question
- Which of four water purifier concepts should a new entrant launch, and at what price?
- Approach
- Face-to-face sequential monadic with rotation; forced preference; price sensitivity on each concept at its own price
- Where
- Ten cities, India
De-identified. Names, places and distinguishing details are generalised.
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