Praxis Research Partners

Client Goals:

Significantly increase revenues by establishing a new product/pricing strategy.

Realities:

Client needed to develop product packages that would generate service fees by addressing the particular needs of different investor segments. Proposed packages had to meet the needs of each investor segment, while being realistic in terms of internal profitability and feasibility of execution.

Praxis Strategy:

Praxis conducted a discrete choice study to define product bundles by understanding investor sensitivities to various features and pricing. Results of the discreet choice analysis were used to develop latent-class segments that differed in their product/price preferences and models that allowed the client to configure offers that met both customer and company requirements.

Measurable Results:

Through customized research, Praxis was able to clearly segment the various classes of investors and to determine what products were most highly valued by them. Praxis further refined the product packages found most appealing to customers by measuring the internal profitability of each to arrive at optimum packages that met both client and company needs.

Based on this research, the company also launched a completely new mass advertising program tailored to the needs of each segment that Praxis defined.

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