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    Case Studies

    Providing Services to Increase Engagement and Commitment to the Brand

    Problem: One of the world's leading media, entertainment and communications companies was investigating new features to bundle with a higher-tier service to motivate interest in a product upgrade. As each potential value-add feature has an associated cost, the company wanted to identify the features that optimize interest at the lowest possible cost.

    Solution: MSI designed a discrete choice study that modeled the take rate of the higher-tier product at various feature configurations. Actual cost of goods was included in a simulator developed to test alternative feature combinations.

    Results: The research enabled the company to create a product offering that increased revenue by maximizing upgrade interest.
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