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CASE SETTING:

TENKO AUTOMOTIVE SYSTEMS 

Rev. 5/15

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RECENT INNOVATIONS BENEFITSDISADVANTAGES

DFV CONCEPTS

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APPLICATION OF VVOM TO TENKO S INSTRUMENT CLUSTER:

WHAT IS VVOM? 

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APPLY DFV AND VVOM TOOTHER PRODUCTS: 

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Old Way:

Customers complete one-dimensionalsurveys: XXX is very important,

somewhat important, etc. No informationon tradeoffs.

New Way:

Ask customers to trade off performance ontwo dimensions. Explicit information ontradeoffs. 

Conjoint Analysis 

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Conjoint Analysis Example 

Speed vs Cost:

1 hour 1 day 1 week

$5

$10

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Automobile Importance Weights 

242 executives completed tradeoff tables on 16pairs of the following attributes:

1.Price

2.Features

3.Safety

4.Performance

5.Reliability

6.Warranty7.Fuel Economy

8.Flexibility of Feature Choice

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Automobile Importance Weights 

Price: .28

Features: .14

Safety: .13

Performance: .13Reliability: .11

Warranty: .09

Fuel Economy: .06

Flexibility of

Feature Choice: .06

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DESIGN FOR VARIETY CONCEPTS

VARIETY VOICE OF THE MARKET (VVOM)

SUMMARY