case study

How To Increase Market Share
For HP's CISS Printers In U.S. And Brazil


HP’s vision is to create technology that makes life better for everyone, everywhere — every person, every organization, and every community around the globe.

HP partnered with Socratic to inform its acquisition strategies for its emerging line of CISS (continuous ink supply system) printers in the U.S. and Brazil.

Specifically, HP wanted to better understand the tradeoffs consumers make when purchasing CISS printers versus other printers. Additionally, HP wanted to gather feedback on the potential impact that CISS printer could have on anticipated printing volume.

The Solution

Advanced Discrete Choice Modeling To Measure Tradeoffs Consumers Make When Purchasing a Printer

Socratic launched a discrete choice that included 109 levels across 14 attributes of the printers for HP via an online survey.

Product Design

Modeling revealed the product features that would best drive acquisition efforts over competitive CISS and non-CISS printers currently in market.


The discrete choice analysis showed the combinations of price points & printer features that would maximize HP’s revenue and profitability.

Substitutability & Cannibalization

Since the choice exercise asked consumers to tradeoff on different printer types, the modeling showed the substitutability & cannibalization of CISS printers compared to HP’s existing inkjet and laser printers.

The Outcomes

Insights And Recommendations Directly Informed HP’s CISS Deployment Strategies In The U.S. And Brazil

Socratic’s research showed HP how to increase market penetration for an emerging printer product line.

The insights emerging from this choice modeling exercise revealed the path for HP to maximize CISS printer sales over competitors while minimizing cannibalization with HP’s existing product lines. 

HP’s revenue from printers and copiers in the U.S. alone was $20 billion in 2019 and is one of the two main business segments of HP Inc. worldwide.

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Socratic Technologies is a research-based consultancy that drives strategy and lifts brands. We believe in delivering high-touch client experiences as a cornerstone to providing irreplaceable value.