What SMBs Want in an AI Solution

Discrete choice analysis (DCA) is a market research technique that asks respondents to select the attributes of a product or service that they find most compelling. This type of conjoint analysis provides a ranking of each attribute, which can be further assessed by company size, industry, or other variables. DCA enables SMB marketers, for example, to select the most effective messaging, or product developers to determine the highest-potential features or bundles to offer.

We used DCA in a recent Bredin survey of 500 U.S. SMB principals to understand what’s most important in an AI solution. They were presented three sets of three “choice cards” such as this example:

For very small businesses (VSBs, with 1-19 employees), cost is the most important characteristic of an AI solution, followed by customer support and ease of use. For small businesses (SBs, with 20-99 employees) and midsized businesses (MBs, with 100-500 employees), customer support is most important, followed by ease of use.

Relative Importance of AI Solution Attributes

DCA also provides a more nuanced look at how SMBs value different AI attributes by measuring how they rate each specific option. DCA assigns a utility score of zero to twelve, with a higher score indicating higher preference. This analysis provides great insight to optimize pricing, messaging and product development strategies.

For example, VSBs place a much higher value on low price than SBs or MBs, who are relatively price-insensitive. This suggests a pricing strategy of a low cost for the first few users, laddering up with the number of users in a company. However, all three segments place roughly equal value on customer support and ease of use. MBs assign a higher value to customizability than VSBs or MBs.

AI Solution Attribute Utility

Looking for actionable SMB insight, or to learn more about using conjoint analysis to fuel your marketing and sales efforts? Bredin’s global research gives you high-value insights to improve your go-to-market, product, pricing, UX, and other strategies. We also generate uniquely valuable data for high-impact content, PR, social, and sales support programs.