Developing and testing an online tool for probing customer preferences
Maria Riala and Tuomas Nummelin
Finnish Forest Research Institute
Introduction
Comprehensive data about customer preferences, needs and willingness to pay enable a company to develop more competitive products and services. Customer preferences have generally been studied by using methods such as structured surveys and interviews. However, the response rates in studies using these types of method have been decreasing, and it is increasingly difficult to find motivated respondents (Curtin et al.2005; Kuusela 2009). This decline is evident but moderate also in studies, which have used consistent methods...