IPHONE COMPETITIONiphone

In December 2008 we ran a choice experiment on the features of the iPhone. We were interested in:

a) What really mattered most to consumers considering purchasing an iPhone, and

b) How close marketing managers could arrive at the same conclusion using their intuition - rather than research - to determine what mattered.

The answer to a) is in the model summary and may be downloaded here.. iphone_model.pdf (134kb).

To answer b) we ran a short competition. The results are, at least anecdotally, that they fared not much better than by chance alone. The results of the competition are below.

Rank

Name

Number of top five features picked correctly

1.

Barbara Fischer, Trendhaus

4 of 5

2.

Julia

3 of 5

3.

Tony

3 of 5

4.

Barb

3 of 5

5.

Denzil

2 of 5

6.

Nanna

2 of 5

7.

Tao

2 of 5

8.

anonymous

1 of 5

9.

anonymous

1 of 5

10.

Twan

1 of 5

If you would like to test your own intuition just for fun click here http://research.surveyengine.com/iphonetest

If you would like to see the research instrument use to develop the model, click here http://research.surveyengine.com/iphone