Simply measuring customer preferences often results in wasted investment and failure to fully optimize a product. Learn new ways to think about optimizing your products and how cost can be introduced. This team designed a three-step process (best/worst conjoint study, internal education for the product team and design of the choice-based conjoint–CBC, study and portfolio optimization) to leverage methodologies, understand the current state and identify unmet stakeholder needs. Spoiler alert! The optimization step blends conjoint utility with cost in order to determine ideal products given customer preferences and the cost to deliver each unique product feature tested. This information is loaded into an online tool to test combinations of product features to understand how changes in the product make-up impact both preferences and cost.