04.4 · Grow Brands & Marketing Performance
Pricing & Trade-off Analysis
Find the right price and the right mix of features by understanding the trade-offs customers make — and what they are willing to pay.
Insight
Questions we help you answer
- Q1
What price will maximise revenue or share?
- Q2
Which features are worth paying for, and which aren't?
- Q3
How will customers react to price changes — ours and competitors'?
Methodology
How we approach it
- 1
Frame choices
Define the products, features and price ranges to test.
- 2
Capture trade-offs
Use conjoint, choice modelling and price-sensitivity methods.
- 3
Model
Estimate willingness to pay and build a market simulator.
- 4
Recommend
Set price points and offer configurations with clear rationale.
Methods we use
- Conjoint analysis
- Choice modelling
- Van Westendorp
- Gabor-Granger
Deliverables
What you get
- Willingness-to-pay estimates
- Feature value analysis
- Pricing simulator
- Price and offer recommendations
Case studies
Case studies are on their way.
We're preparing published examples of our pricing & trade-off analysis work. Ask us for relevant experience in your category — we're happy to walk you through it.
More in Grow Brands & Marketing Performance
- Brand Health & PositioningTrack how your brand is seen, chosen and remembered — and find the positioning that will grow it.
- Media & Communication EffectivenessTest communications before they run and measure how they perform in market — across TV, digital, social and influencer activity.
- Analytics & Data ScienceGet more from your research and business data with advanced analytics, modelling and data science that turn numbers into decisions.
- Marketing Mix Modelling (MMM)Measure what each marketing lever contributes to sales — and plan budgets that deliver the best return.
Talk to us about Pricing & Trade-off Analysis
Tell us about the decision in front of you and we'll recommend the right design, sample and timeline.