In May 2006, Quixel Research conducted a consumer preference study at a mall location in North Carolina. Over the course of three days, 251 respondents were selected at random and shown two 32" LCD TVs showing a variety of video and still materials, a 4-primary TV with Genoa's ColorPeak technology and a high-end of-the-shelf product from a leading consumer LCD TV brand. The identity of both displays were hidden, as shown in the image below.
After each item, the respondents were asked to express a preference as between the two displays. Following all 13 samples, respondents were asked overall preference on a standard five point scale: Strongly Preferred X (multi-primary), Somewhat Preferred X, No Preference, Somewhat Preferred Y (standard RGB) or Strongly Preferred Y. As the slide below demonstrates, the results showed overwhelming preference for the multi-primary set.
The final question related to price. Respondents were told that on average, LCD TVs like the model Y are currently sold for $1499. What, they were asked would be the premium, if any, they would pay for X. 85% of respondents expected to pay some kind of premium, with these respondents averaging a premium of $243 - a 16% premium over the "base price".
Quixel's report concluded: "When considering the response from the general population sample, an LCDTV enhanced with the MPCD technology would definitely have an impact in the flat display marketas it is today."
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