Customer preferences assessment for the launch of cloud analytics platform in Russia: case of IBM Watson

Abstract

This master thesis addressed the problem of launch of cloud analytics platform in Russia. Particularly, the task was to analyze customer preferences: what factors influence adoption of cloud analytics and what is relative importance of each factor in the adoption decision. Based on this, the task was set to create an analytical tool that would assess customer preferences distribution for a particular market setup. Further, this tool would be tested on the case of IBM Watson enetering Russian market. Based on a survey conjoint analysis for customer preferences was conducted and price was found out to be the attribute with the highest importance, followed by security and ease of use. The analytical tool was developed with logit model market simulation and integrated into Microsoft Excel. Finally, application of the tool was illustrated on the case of IBM Watson.