Pricing Market Research and New Product Development

New Product Development (NPD) requires pricing decisions at many stages. Pricing-focused primary market research enables those decisions to be made with greater confidence. In this Sawtooth webinar Tim J. Smith will discuss different forms of market research, including Economic Value to Customer, Gabor-Granger, van Westendorp Price Sensitivity Meter, and Conjoint Analysis. The discussion will include the cost and benefits of these forms of research as well as their pitfalls and accuracy. Tim J. Smith, Ph.D., CPP, is the founder and CEO of Wiglaf LLC, he is an Adjunct Professor of Economics and Pricing at DePaul University, and the author of Pricing Done Right and Pricing Strategy, and he's also the Academic Advisor to the PPS CPP program. He holds a BS in Physics and Chemistry and a BA in Mathematics from Southern Methodist University, a Ph.D. in Physical Chemistry from the University of Chicago, and an MBA with high honors from Chicago Booth.