High technology product development typically begins with a technology-centric perspective. However, as more and more mass market consumers spend time on the Internet, winning products are oftentimes differentiated by ease of use and appeal to the consumer, not technological attributes such as throughput. Accordingly, given this market trend, we believe marketing research can help guide product development in a meaningful way. Specifically, we believe that we can optimize limited engineering and marketing resources by incorporating consumer insights early on in the product development process.
We will apply conjoint analysis to determine key attributes in creating a specific product that improves and simplifies access to local information, files, and applications on a personal computer.