Introducing new features is costly, so companies must determine which option will truly engage target users and strengthen brand perception.
Problem
Which of three proposed features would most effectively drive user engagement and brand perception among younger audiences, and deliver enough lift to justify development costs?
Process
Quantitative / Monadic Concept Testing:
• Leveraging sophisticated statistical modeling informed by methodologies developed at the University of Michigan, we designed a survey to rigorously assess the potential impact of each proposed feature. Using a monadic design, participants were exposed to one concept and responded to action-oriented questions, with analysis incorporating key driver modeling and a MaxDiff exercise to identify the features most likely to influence engagement and brand perception.
Results
One of the features showed a statistically significant lift in both likelihood to increase usership and increased brand perception over its competitors, particularly among younger users. The data-driven approach not only ensured the successful launch of a new feature but also provided the company with a robust framework for future innovations.
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