GMAT Focus EditionVerbal ReasoningMedium
A technology company plans to launch a new smartphone with a significantly longer battery life than its competitors. The company's marketing strategy is built around the assumption that battery life is the primary factor consumers consider when purchasing a smartphone. Which of the following, if true, would most seriously challenge this primary driver assumption?
- AMarket research shows that consumers are often willing to pay a premium for innovative camera features.
- BSurveys indicate that frequent travelers highly value extended battery life in their devices.
- CThe new smartphone will be priced competitively with other high-end models.
- DMany consumers typically upgrade their smartphones every 18-24 months, regardless of battery performance.
Show answer & explanationAnswer & explanation
Correct answer: A. Market research shows that consumers are often willing to pay a premium for innovative camera features.
The company's strategy hinges on battery life being the *primary* driver. To challenge this, one must introduce another factor that is also a primary driver, or even more important. Option A suggests that innovative camera features are a strong purchasing driver, directly undermining the uniqueness of battery life as the *primary* factor.
Why the other options are wrong
- B. This supports the idea that battery life is important for a specific segment of consumers, thus strengthening, not challenging, the assumption.
- C. This speaks to pricing strategy, not consumer purchasing drivers, and thus does not challenge the assumption about battery life.
- D. This relates to upgrade cycles but doesn't directly address the *primary* factor consumers consider *when purchasing* a new smartphone, only how often they buy one.
Challenging Primary Driver Assumptions
To challenge an assumption that a specific factor is the primary driver for a decision or outcome, one must introduce another factor that is also, or more, influential.
- Focus on the 'most important' aspect of an assumption.
- Introduce a competing 'primary' factor.
- Undermine the uniqueness or dominance of the stated driver.
Memory trick: Is it truly number one, or just one of many?