Developing a new product is often an important and complex challenge. Especially when multiple design options are on the table, it’s crucial to make choices that truly align with the needs of your target audience. But how do you determine which product features really matter to your customers? That’s where Discrete Choice Moddeling comes in.

What is Discrete Choice Modelling? 

When developing or improving products, organisations often rely on customer feedback, internal discussions, and past experience. While valuable, these inputs don’t always paint the full picture. What people say they value isn’t always what drives their actual choices. 

Discrete Choice Modelling (DCM) helps bridge that gap. By simulating realistic choice scenarios, DCM presents respondents with product variants that differ in attributes. Analyzing these choices reveals which features customers genuinely prefer—and which have less impact on decision-making. 

Why Use Discrete Choice Modelling? 

For organisations aiming to innovate with the customer in mind, DCM offers clear benefits: 

• Uncover real customer preferences 
  Go beyond assumptions and discover which features truly drive decisions. 
• Targeted product development 
  Focus on the attributes that actually matter to your customers. 
• Optimise pricing and feature trade-offs 
  Learn which price-feature combinations resonate best. 
• Stronger positioning and segmentation 
  Understand how preferences vary across customer segments. 
• Avoid costly missteps 
  Make strategic choices based on evidence, not gut feeling. 

A Real Case Study: Applying DCM in the Audio Industry 

SPRINT partnered with a company in the audio sector to apply Discrete Choice Modelling in the early stages of a new product development process. Instead of relying on internal preferences or assumptions, we asked consumers to repeatedly choose between product variations with different sets of attributes. 

Analyzing these responses revealed which features were truly decisive—and which combinations customers found most compelling. 

The result? 

The insights gave the company the clarity to confidently prioritise certain product features. Their design decisions were grounded in customer data, not internal opinions—resulting in a product that was better aligned with market demand and offered stronger differentiation. Moreover, DCM helped align internal teams by providing a shared, data-driven foundation for product decisions. 

Ready to Make Customer-Driven Decisions? 

With Discrete Choice Modelling, you turn behavioural data into actionable insights—so your product and pricing decisions reflect what your audience actually values. 

Discover how DCM can help your brand make smarter, customer-first decisions – get in touch with SPRINT. We’re happy to help!