Design broadband bundles in Bengaluru

The decision

A broadband team tests speed, installation fee and support hours. In an illustrative choice model, 200 Mbps adds 0.6 utility, weekend support adds 0.4, and a ₹500 installation fee costs 0.7. These are teaching assumptions.

Which bundle merits a field test, and how would you check the measurement?

Worked solution

Reveal the visual and solution

1. Build balanced choice tasks with realistic profiles and a no-purchase option. Hold back tasks for validation and separately collect perceptual ratings of alternatives.
2. Relative to the base, the full bundle adds 0.6 + 0.4 − 0.7 = 0.3 utility. Speed and support with no fee would add 1.0, but compare actual delivery and acquisition costs.
3. If modelling trust and adoption intent, validate their separate indicators before estimating structural paths. Test real signups and avoid turning utility or an association into a sales forecast or causal claim.

Review the marketing concepts

• Conjoint Analysis
• Perceptual Mapping
• Structural Equation Modeling (SEM)