An oilfield services company, respected worldwide for its innovation, technology, and service quality, contacted Gelb Consulting to provide direction on how to optimize a new drilling and measurement tool. Our process consisted of a two-phase approach. An initial phase of face-to-face client interviews was conducted to validate client needs, requirements, barriers and facilitators to adopting new technology. This was followed by a second phase of research that incorporated conjoint analysis to assess the relative importance of tool and service attributes in order to optimize the set of product features from the market's perspective.
