BCAA was looking to grow their membership base and provide value outside of their core roadside assistance offering. They had a number of potential new perks but needed to figure out which would move the needle on driving uptake and how they could best be marketed. In addition to new perks, the organization was experimenting with a low-price strategy to drive significant growth but needed to understand if this would cannibalize existing revenue to the point of unprofitability.

The conjoint attributes included current components such as partner savings, access to a car sharing program, insurance savings, and roadside assistance in addition to potential new perks such as ability to rent adventure mobiles, access to a community borrowing network, access to and discounts on vacation packages, and charitable tourism outings. These were combined in a custom online interface where respondents would select which of two hypothetical membership plans they would prefer and they whether they would actually subscribe in the real world. 

 Revenue projections were included in the results so different membership structures could be analyzed through the lens of ensuring revenue neutrality. A deck summarizing the key scenarios and results as well as an customizable online simulator were delivered 6 weeks after the final set of inputs were provided. The online simulator was leveraged by the client to run further scenarios presented by the senior leadership team.  

A couple of the new perks were implemented into plans (such as adventure mobiles) while others were not as they did not drive uptake. The low price strategy was not pursued.