DELI: an interactive new product development and targeting tool

In this contribution, we present, DELI, a new interactive tool for supporting new product development decisions. In contrast to existing market research methodologies such as conjoint analysis, our approach is able to cope with a large number of potential product features and levels. It´s main advantages lie in the integration of segmentation, visualization of competitive structures, the segment specific identification of new product functionality and several interactive features which support the search for new products. Furthermore, we introduce a novel conditional segmentation, mapping and positioning approach for an improved representation of products and customers within one map, supporting interpretation and segment specific new product development. An individual level scoring model supports the evaluation of new products.