Conjoint and latent class analysis (LCA) for a Southeast Asian (SEA) smart wearables brand

  • Redesigned smart wearable product line based on regional attribute preferences

  • Segmented users into four distinct buyer personas

  • Achieved 27% uplift in product preference alignment across SEA markets

CLIENT CHALLENGES

  • A regional brand in SEA aimed to optimise its smart wearable (fitness bands and smartwatches) portfolio to improve penetration across Indonesia, Malaysia, Thailand and Vietnam
  • With rapid growth in health-focused tech adoption, they wanted to better understand:
    • Which features (battery life, waterproofing, sensors, display type, price) drive buying decisions
    • Whether distinct user segments exist based on behavioural patterns and value trade-offs
  • The company had responses from 7,200+ consumers across online surveys, targeting a mix of tech-savvy millennials, working professionals and budget-conscious buyers

OUR APPROACH

  • Step 1: Data integration and harmonisation

    • Integrated three waves of survey data: pre-launch feedback, in-market reactions and loyalty follow-ups

    • Harmonised terminology across countries (e.g., “touchscreen” vs “colour display”)

    • Converted pricing to a standardised USD range across markets

  • Step 2: Conjoint analysis - A choice-based conjoint (CBC) model was designed with the following five attributes:

    • Battery life: 1 / 3 / 7 days

    • Water resistance: None / Up to 1m / Up to 5m

    • Heart-rate monitor: Yes / No

    • Screen type: Monochrome/Touch colour LCD

    • Price: USD49 / USD79 / USD99

  • Step 3: Latent class analysis (LCA)

    • A four-class model was chosen based on model fit metrics (BIC, entropy), with segments clearly emerging across behavioural and preference traits:

      • Price-conscious users (extremely price-sensitive; accept basic battery and screen)

      • Fitness enthusiasts (prioritise heart-rate sensors, battery life, waterproof build)

      • Casual tech users (interested in touchscreens and moderate pricing)

      • Premium seekers (demand all features, not sensitive to price)

IMPACT DELIVERED

  • Created three tailored product bundles based on the segment preferences:

    • ActiveFit (fitness-focused)

    • LiteBand (budget)

    • TechStyle (premium)

  • Product-match alignment score improved by 27% across SEA consumer panels
  • Enhanced marketing positioning in Malaysia and Vietnam led to a 34% increase in conversion for the premium tier
  • Entry-level product (USD49) saw a 21% sales increase after bundling essential features preferred by price-sensitive buyers
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