advertising Case Study

Research on Complex Solar Panel Offerings Requires Creativity

The Client's Situation

solar panels

The Challenge

solar panels from above

Approach + Solution

Phoenix MI designed a custom, unique study approach that leveraged the company’s list of current owners, individuals who had expressed interest but had not purchased, and a general population sample.

Due to the highly technical nature of the product and the differentiators between potential offerings, Phoenix MI determined that a standard conjoint approach would not be feasible for this project. As a result, Phoenix MI developed a survey instrument that immediately exposed the respondents to current and potential new offerings, which allowed us to gauge individual interest while ensuring an understanding of the intricacies associated with each offer. Upon completion of the upfront exercise, the respondent moved through a conjoint exercise.


Our study results emphasized the critical need for clear and simple communication of current product offerings

Current customers did not adequately understand the differences and features of various products. Additionally, the conjoint simulator informed our client’s short and long-term planning on feature development, deployment, and pricing.

sun in a blue sky with clouds
Our retention rates and lengths of engagement reflect our unwavering focus on surprising and delighting each and every customer, each and every time.