How to Design an Attractive Wearable Redux Recall from Chapter 1, an electronics firm was contemplating what attributes would appeal to its customers if it were to issue a new wearable. The features that the brand team focused on, and the dummy variable codes, were these: Design appearance: small smartphone (1) wristwatch (O) Apps activated by: touch (1) voice (0) Annual Fee: $0 (1) $20 (0) Co-branding with teams: yes (1) no (0) They ran a conjoint study on every 10th customer who came into one of their retailer partner's stores until they had a sample of 100. The 4 factors listed above result in 16 combinations (2 x 2 x 2 x 2 = 16). Each person rated the 16 possibilities from 1 (would not consider buying such a wearable) to 100 (would definitely purchase such a unit). The regression results follow: Wearable attractiveness= 0.6 design+ 0.2 activation+ 0.9 fee+ 0.1 co-branding.

What are the most important facts of the case?

What are the key issues of the case?