$284$Mini$-$caseHow to Design an Attractive Wearable ReduxRecall from Chapter $1,$ an electronics firm was contemplating what attributes would appeal to its customers if it were to issue a new wearable. The features that the brand team focused on$,$ and the dummy variable codes, were these:$$ Designappearance:wristwatch$(1)$earbuds$(0)$ Appsactivatedby:touch$(1)$voice$(0)$ Annualfee:$$0(1)$$$240(0)$ Co$-$brandingwithteams: yes$(1)$no$(0)$They ran a conjoint study on every $10$th customer who came into one of their retailer partner$$s stores until they had a sample of $100.$ The four factors listed above result in $16$ combinations $(2323232516).$ Each person rated the $16$ possible options from $1($would not consider buying such a wearable$)$ to $100($would definitely purchase such a unit$).$ The regression results follow:Wearable attractiveness $50\mathrm{.}6$ wristwatch $10.$

$2$ activation $10\mathrm{.}9$ fee $10\mathrm{.}1$ co$-$brandingCase Discussion

Questions$1.$What features matter to customers, and which do not?

$2.$What would the optimal wearable look like?

$3.$Are you worried at all about the sample$$are customers who visit the retailer representative of those who might purchase online?

$4.$If you were to cluster the customers first, and then run a separate conjoint on each cluster, do you think the results would vary? Could the company create different wearables to satisfy multiple segments?

$5.$What features do you wish the company had included that might appeal to customwers more?