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When to use:

Determine the specifics of purchase decisions through simulation of the shopping experience with forced choices. Can be done with physical or virtual products. Can incorporate pricing exercises.

Best used prior to launch, however, can also be utilized to evaluate how potential customers respond to what is currently in the market.

Respondents representing your target customers evaluate your products – either prototype or production and compare them to competitive products. Product features and attributes are evaluated in relation to their impact on purchase decision.

Using a virtual environment where products are represented by photos or video rather than real products has resulted in no significant difference in the outcome of business decisions made based on the research findings. Virtual settings can expand uses by allowing for changes in color, design, setting etc.



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