Columbia Business School student Michael Dwork found inspiration for his start-up VerTerra during a trip to India, when he watched a woman create a plate out of leaves. Dwork realized US consumers might be willing to pay for disposable dinnerware that was both ecologically sound and chemical-free, unlike other disposables created with plastics or chemicals. Seeking to nail down the price sensitivity and product preferences of potential customers, Dwork wanted to design a conjoint analysis questionnaire that would produce meaningful results. In this case students examine VerTerra's target market, a focus group guide, and a draft of
a conjoint questionnaire to consider how best to design the survey.

Case id: 080517
Supplemental Material: Teaching Slides