First, quickly at a glance, what TV do you think you would buy? On what criteria do you think you based that decision? Try these decision-making processes, see what brand results for each, and see how confident you feel about the resulting brand suggested from each approach: What attribute do you find least informative? Eliminate that row.
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First, quickly at a glance, what TV do you think you would buy?
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On what criteria do you think you based that decision?
Try these decision-making processes, see what brand results for each, and see how confident you feel about the resulting brand suggested from each approach:
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What attribute do you find least informative? Eliminate that row. Continue to do so until a clear brand winner emerges.
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Is there a brand of TV that seems weaker than the others on some attribute you care about? Eliminate that brand. Continue until an obvious choice results.
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If you made a price-based decision, would you be happy?
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How would your final brand choice define you?
How similar was this thought process to your natural analysis? How can you find out if your consumers think along these lines?
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