Understanding what customers do (and don’t) want from offer propositions

Daniel Taylor, manager of growth insights from Comcast, and Kevin Korgaonkar, senior research director from MarketCast, will discuss the importance of using the right metrics for offer proposition research in order to capture consumer reactions, understand future purchase intent and identify what are the most compelling element(s) of an offer. They will also cover how this research can impact strategic decision making in offer creation and optimization.

Key takeaways:

1. How to measure offer proposition performance and what key metrics to cover.
2. Survey design of offer propositions that can be understood by survey participants, so that they can clearly convey their reactions.
3. How these results can aid future strategic decision making for offer design.