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Validating International Product Hypothesis for Capital Markets Products With Choice Experimentation

Jeremy Wortz, Senior Architect, West Monroe Partners
Dave Nash, Director of Customer Experience, West Monroe Partners

A US-based capital markets research client was interested in expanding its product offering to international customers. West Monroe’s analytics team was tasked with providing qualitative and quantitative assessments of various product attribute hypotheses. Once a comprehensive list of product attribute hypothesis was developed, JMP was used to generate a conjoint design of experiments through the software’s choice experimentation functionality. Surveys were designed where choices between two product profiles where made by prospective international customers. The data was analyzed in JMP, and insights from the analysis provided a means to prioritize what features to develop for the new product.

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