Customers are less and less able to differentiate between offers in the market and many companies are still not producing what the market wants. Telekom Laboratories developed its Customer Evaluation Tool (CET) to assess tomorrow’s market success correctly. Using this market simulation tool, the Innovation Development Laboratory can work out how new products and services will be received in the market – and can do so before they are actually available in the market.

Assessing Market Success

How will customers respond to the new cell phone charges? Is the proposed online offering a commercial proposition? How much should movies for cell phones cost? Building on a large number of consumer studies and empirical values, CET helps you gain a swift and uncomplicated initial assessment of the market success of new products and services. In four steps the Berlin research scientists can use CET to work out how much potential there is in their innovative idea.

Assessing Customer Behavior

CET assists in comparing innovations from all areas of telecommunications commercially and in placing them on the market in a targeted manner. CET calculations are based on the so-called Sinus-Milieus that are used mainly in marketing. The model separates people into groups based on their motives and attitudes. Distinguishing features are, for example, social status and attitudes toward life.