| Objective: |
Support strategic product development in the field Opthalmology (eye medicine), with the aim of better understanding customer needs and of quantifying the benefits of individual product characteristics |
| Realization: |
- A set-up phase with a workshop involving management, development, marketing and customers, in order to cover the entire spectrum of possibility for further development
- A world-wide online survey of specialists including a conjoint analysis, complemented by KANO and UTAUT analyses
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| Result: |
- The quantification of the significance and benefits of individual product characteristics
- Derivation of concrete recommendations for action for strategic product development and product positioning
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