The project aims to design a disposable dinnerware prototype for VerTerra company. Principal methodologies list below:
- Launch a product survey containing all the features of the product, ranging from product's look and feel (refined, natural, weathered), design (round, square, hexagonal), packaging (plastic-wrapped, carton-box, wrapped-edge), and price ($6, $7, $8)
- Conduct a conjoint analysis using R to drive valuable insights from the survey data:
- Find individual and overall part-worth utility of each feature
- Determine the relative importance of each feature
- Utility tradeoff between each feature
- Consumer's willingness to pay for each feature
- Final prototype of the product in an overall and segmented perspective