Developing complex product lineups – especially those involving the optimization of multiple features and price – requires an integrated research approach. Multiphase engagements strike a balance between delivering deep insights and the practical constraints of respondent fatigue.
Bosch faced the challenge of developing a refreshed feature and pricing strategy that aligned with its global brand direction and evolving customer expectations. A thoughtfully designed, three-phase research process gave Bosch the clarity and confidence to move forward decisively.
“Really appreciate you and the team’s partnership on all three phases of research, we have a clear direction on how we will move forward. This project is a great example in the value of working with a single agency through multiple phases of research. The MarketVision team is well versed in our product offerings and features, giving us the ability to seamlessly move to each phase of research.” – Jenna Callaway-Tassi, Consumer Insights Manager
The initial phase involved in-person interviews with in-market consumers, providing real-time feedback on both Bosch and competitor products. The primary goals were to identify gaps between product expectations and actual experience, and to align on the key features to carry forward into the next phase of research.
Once finalized in Phase 1, the most influential features were selected for consumer testing through a Discrete Choice exercise. This indirect method captured individual-level preferences for both features and pricing among 1,000+ consumers. The outcome was a robust quantitative model capable of estimating share of preference across any product configuration – creating a powerful tool to guide future product roadmap decisions.
“We were able to create a full picture of how consumers perceive features and how impactful feature sets were to our product roadmap.” – Jenna Callaway-Tassi, Consumer Insights Manager
The final phase was conducted online with a curated community of Bosch consumers. Building on prior insights, it evaluated the appeal of key features and assessed any potential risk of alienating existing customers. A central focus was to refine how feature benefits were communicated to ensure they resonated with Bosch’s core audience.
Through this integrated, phased approach, Bosch was able to move beyond assumptions and make evidence-based decisions grounded in both qualitative and quantitative methodologies. Each phase built upon the last, ensuring a comprehensive understanding of consumer perceptions, needs and preferences. The result was a validated product and pricing strategy, along with a blueprint for communicating value in a way that strengthened brand connection.
“Wins: Ability to synthesize qualitative, quantitative, and community results into a comprehensive report enabling clear, data-driven recommendations on which features to prioritize our project.” – Jenna Callaway-Tassi, Consumer Insights Manager
