The objective of this Web based conjoint analysis was to test the preferences of the target audience (teenagers) to the second generation of Polaroid’s i-zone instant film camera. The site was designed to appeal to the respondents’ age group, who were asked to rate cameras, and build their own camera using drag and drop method.

This study is part of MIT’s Virtual Customer Initiative (VC). To read more about the VC initiative go to the VC site at MIT Sloan School of management.