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."

To receive a full copy of the Quixel Research report, kindly press here.