Sawtooth Software 2020 European Conference | Virtual Attendance  | September 22–25
Early-bird pricing ends August 22!

Pricing Research

Pricing research has historically been one of the most difficult to execute well. Simply asking respondents how much they are willing to pay lacks realism and can lead to bargaining behavior. Using real sales data to develop price sensitivity curves can be problematic, as prices do not necessarily vary independently and often, and the many variables that affect buyer behavior (such as competitive effects) cannot be controlled.

Choice-Based Conjoint (CBC) is considered a strong tool for pricing research. It is commonly used for technology products and FMCG (fast-moving consumer goods) and also a variety of other products and services.

Menu-Based Choice (MBC) is our latest and most advanced tool for pricing research, when the buying decision involves selecting items from a menu, especially involving a la carte choices and bundles.

We also have a few white papers on our website related to pricing research:

Leading consumer packaged goods firms such as Procter & Gamble as well as technology companies like Microsoft have presented findings validating CBC as a tool for pricing research at our recent Sawtooth Software conferences.

Lighthouse Studio

Lighthouse Studio is our flagship software for producing and analyzing online and offline surveys. It contains modules for general interviewing, choice-based conjoint, adaptive choice-based conjoint, adaptive choice analysis, choice-value analysis, and maxdiff exercises.

Try Lighthouse Studio

  Buy Lighthouse Studio