Stated-preference methods
- Conjoint Analysis
- MaxDiff / Best-Worst Scaling
- Van Westendorp / Gabor-Granger
- Discrete Choice surveys
Innovation & Launch Decisions
Customers can file a genuinely new product under something old.
Sonos planned a new category of mobile speakers. Customers read the planned message, unconsciously, as “just another Bluetooth speaker.” Changing that one reading saved the launch. Before you commit the launch budget, we find out what your product is being compared with, and what would have to change.
Beyond stated preference
The limits of Conjoint, MaxDiff, and their cousins.
Conjoint analysis says customers will pay €X. The market launches at €0.7X, and even then, churn spikes. This isn’t a measurement error. It’s a methodology error.
Stated-preference methods like Conjoint, MaxDiff, and Best-Worst Scaling ask consumers to predict their own future behavior under artificial conditions. The result is articulate, confident, often wrong.
Deep Implicit Research
- Reaction-time-based testing
- Implicit Association measurement
- Behavioral neuroscience techniques
- Causal AI modeling
Case Study · Sonos MOVE & ROAM
Sonos: successful launch of a new product category.
Sonos planned to introduce a new category of mobile Wi-Fi speakers. The challenge: would consumers understand the value proposition?
1st
Sonos category extension into mobile Wi-Fi
MOVE & ROAM · de-risked before launch
Situation
Sonos wanted to introduce the innovation of mobile Wi-Fi speakers (MOVE and ROAM), a category extension from their home-audio core.
What SUPRA did
We tested willingness-to-pay using Implicit Price Intelligence. Respondents assessed core features and adoption barriers. Causal AI then analyzed what actually drives willingness to buy and to pay, versus what consumers said mattered.
Result
A successful launch, because we not only found the optimal pricing, but also surfaced that customers didn’t understand the difference between a Bluetooth and a Wi-Fi speaker. Product communication was repositioned. Adoption followed.
Implicit Price Intelligence + Causal AI
“Consumers didn’t say they were confused, their reaction times did. That insight reshaped the launch narrative.”
Sonos MOVE & ROAM
New Category Launch
Methodology
How does Deep Implicit Research work?
It’s a holistic and consistent approach to understanding the System 1 of customers, the unconscious, fast, automatic cognition that drives 95% of decisions.
We merge a qualitative and a quantitative neuroscience technique with Causal AI-based modeling. The output isn’t a survey result. It’s a decision-grade map of what actually drives consumer behavior, the causal chain, and the levers you can pull.
Read about Deep Implicit Research methodology Execution
From insight to market.
We love to work performance-based. We optimize pricing, product communication, and product-feature design. We consult on go-to-market strategies.
A finding that never reaches the market changes nothing. We stay involved until the launch is in market, and work performance-based where it fits.
Where we start
One launch decision in front of you?
Tell us which one: the concept, the message, the price it has to carry. The first conversation is about that decision, not about a package.
