Understanding Rental and Sales Growth
Two sponsoring firms were struggling with understanding the drivers behind the quickly emerging set top box digital movie rental and sales business. They had the enviable position of having a large number of these purchases, but little understanding of the drivers for purchase.
Their recent purchase behavior was used to target and drive survey questions. In order to meet the required completes within the client’s budget, we used a mixed phone and online methodology.
While initial thoughts included a conjoint analysis, due to the mixed methodology and budget constraints, Phoenix developed several smaller survey exercises that could be deployed in a mixed mode and still deliver much of the desired information.