Choice-Based Conjoint: Deployed a Sawtooth CBC survey with 13 respondents × 10 choice tasks (Apple vs Samsung vs Zenith {custom brand}) to estimate part-worth utilities across price, material, battery, compatibility, and feature.

What Drives Purchase: Price is king (22.5%), followed by Brand (19.8%) and health-feature depth (16.4%); universal iOS + Android compatibility outranks material or battery life in the decision.

Single-SKU Scenario: Simulation shows a $499 aluminium, universal-OS watch with intermediate features nabs 69 % share and ≈ $1.35 K profit.

Dual-SKU Play: A two-tier lineup: $499 “Value Flagship” + $599 “Premium Flagship retains Zenith’s lead while capturing premium seekers and lifting profitability.