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Abstract:
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Innovative consumer package goods, as well as technology products, can be seen as a winning configuration of available options (e.g., features or ingredients). This paper presents a newly developed research approach to simulate the acceptance of any configuration of constituent elements based on consumer reactions to individual constituent elements. The approach allows positive, as well as negative or neutral contributions of single elements to a combination. The virtual overall evaluation is achieved by blending ideas of the KANO approach and Game Theory. Various search strategies for the optimal configuration can be applied depending on the specific nature of the product category. Empirical examples will be used to demonstrate the approach, illustrate the indications for a number of search strategies, and discuss its benefits and current limitations.
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