Use of conjoint analysis and design of experiments modeling in designing projection displays

One of the greatest challenges in product development is to build a product that customers value more than their next-best alternative. Accomplishing this task requires a shared understanding between marketing and engineering of the targeted customers and their careabouts. Unfortunately, in many businesses, marketing and engineering struggle to effectively represent the customer in the product development process. This paper describes Texas Instruments´ use of conjoint analysis and design of experiments modelling in the development of projection display products