- Title:
- Modelling New Technologies
- Presenter:
- Tim Coltman
- Date:
- December 06, 2002
- Abstract:
- Traditional research techniques are ill-suited to deal with the likely
uptake of radically new disruptive technologies because the assumptions
on which these techniques are based, collapse when customers are unable
to appreciate the real value in these products. This talk will outline
a project recently funded by the Smart Internet Technology CRC. The
project extends upon experimental techniques first applied by MIT
marketing academics in the 1990's to accelerate the learning
experience. We expose participants to sophisticated multimedia stimuli
regarding possible futures, and then gather data regarding stated
preferences. Choice modeling techniques are then used to forecast
customer preference for each disruptive technology. A demonstration
will be provided.
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