With Samsung, we analyzed 10,000's of data points from 100's of concepts tested with consumer showed that what correlated with purchasing intent was not how innovative a concept was...

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People would buy, and pay more for 'Relevance'.

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While designing Vacuum Cleaner concepts, an idea comes up - a calorie counting vacuum cleaner.

 

Is that a stupid idea, or what?

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Using advanced validation techniques, we found that some women actually disagree. Furthermore, they would pay 30% more, making it a differentiated, premium feature.