Lona Safria

Lona Safria is a master's student at the Ruhr-University Bochum, currently finishing her degree in Management. Lona holds a bachelor’s degree in Management and Economics from the RuhrUniversity Bochum and a Diploma in Business from the University of the Sunshine Coast in Australia.

As part of her Master's thesis, Lona focuses on customer values for complex and innovative products and therefore conducts an Adaptive Choice-Based Conjoint Analysis to analyze consumer preferences and their willingness-to-pay for an innovative product. The main issue is that many startups begin with a product idea they believe customers want. Then they spend months, sometimes years, perfecting that product, without ever presenting the product, even in a very rudimentary form, to the potential customer. Together with a particular startup, an attempt is being made to counteract this, with the customer being involved in product development right from the start. Through the ACBC analysis, individual preference analyses are to be carried out, since such an innovative product is not intended for the masses, but for specific customers and users. Finally, the results will enable the startup to advance their innovative product development and create a product that exactly meets customer needs instead of bypassing them.