Rev.

5/15

TENKO AUTOMOTIVE SYSTEMS

CASE SETTING:

Warren H. Hausman

DFV CONCEPTS
RECENT INNOVATIONS
DISADVANTAGES

BENEFITS

Warren H. Hausman

WHAT IS VVOM?
APPLICATION OF VVOM TO TENKOS INSTRUMENT CLUSTER:

Warren H. Hausman

APPLY DFV AND VVOM TO

OTHER PRODUCTS:

Warren H. Hausman

Conjoint Analysis
Old Way:
Customers complete one-dimensional
surveys: XXX is very important,
somewhat important, etc. No information
on tradeoffs.
New Way:
Ask customers to trade off performance on
two dimensions. Explicit information on
tradeoffs.
Warren H. Hausman

Conjoint Analysis Example

Speed vs Cost:
1 hour

1 day

1 week

$5

$10

Warren H. Hausman

Automobile Importance Weights

242 executives completed tradeoff tables on 16
pairs of the following attributes:
1.Price
2.Features
3.Safety
4.Performance
5.Reliability
6.Warranty
7.Fuel Economy
8.Flexibility of Feature Choice
Warren H. Hausman

Automobile Importance Weights

Price:
Features:
Safety:
Performance:
Reliability:
Warranty:
Fuel Economy:
Flexibility of
Feature Choice:

.28
.14
.13
.13
.11
.09
.06
.06

Warren H. Hausman

SUMMARY

DESIGN FOR VARIETY CONCEPTS

VARIETY VOICE OF THE MARKET (VVOM)

Warren H. Hausman