Conjoint Analysis & Pricing Research
How should we configure and price our offering?
Measure willingness to pay for every feature, bundle, and pricing tier. Make product and pricing decisions backed by quantified customer preferences, not internal debates.
Discuss your projectWhen clients come to us for Conjoint Analysis & Pricing Research
- You're launching a new product and need to validate pricing before committing engineering resources
- You're restructuring pricing tiers and need to know which features drive the most value for each segment
- Internal debates about what to build are dragging on without customer evidence to resolve them
- You suspect you're leaving revenue on the table but don't know where the pricing gaps are
- A competitor just changed their pricing and you need to understand the impact on your positioning
What you get
Feature preference rankings
Which attributes drive the most value for each customer segment.
Willingness-to-pay analysis
Precise dollar values for every feature and configuration option.
Market simulator
Interactive tool for scenario planning across competitive configurations.
Optimal configuration recommendations
Specific feature and pricing recommendations with supporting evidence.
Competitive scenario analysis
How your offering performs against alternatives at various price points.
How we do it
Our conjoint studies use Holistic Conjoint, a proprietary approach that integrates behavioral science principles with traditional preference measurement. This produces more accurate willingness-to-pay estimates because it accounts for how customers actually make decisions, not just what they say they prefer in isolation.
We begin by defining the attributes and levels that matter for your specific market. Our proprietary research platform then conducts studies that blend structured conjoint choice tasks with AI-moderated interviews exploring how people naturally think about tradeoffs. The data feeds into our analytical models, producing precise utility values and willingness-to-pay estimates for every feature combination.
Led by researchers with 50+ published papers on conjoint methodology, including foundational work in the Journal of Marketing Research and Marketing Science, our analysis goes beyond basic preference rankings to deliver the strategic recommendations that inform product roadmaps and pricing decisions.
Timeline and investment
Timeline: Most Conjoint Analysis engagements are completed in 2-3 weeks, from kickoff to final presentation.
Investment: Typical investment: $50,000-$150,000, depending on scope, sample size, and the number of segments or markets included.
Standardized-scope options are available at the lower end for straightforward pricing questions. Fully custom study designs with multiple markets and competitive simulations sit at the upper end.
Common questions about Conjoint Analysis & Pricing Research
How long does a conjoint study take?
Most engagements are completed in 2-3 weeks from kickoff to deliverable. Traditional firms typically take 6-12 weeks for the same scope.
How many respondents do we need?
A typical study includes 200-500 respondents, depending on the number of customer segments you need to analyze. We recommend a minimum of 200 for reliable willingness-to-pay estimates.
What industries does conjoint analysis work for?
Conjoint analysis works across any industry where customers make trade-offs between features and price. We have experience across SaaS, consumer technology, financial services, healthcare, and consumer packaged goods.
How is this different from a simple pricing survey?
A pricing survey asks people what they would pay. Conjoint analysis measures how they make trade-offs between features and price in realistic scenarios. The result is far more accurate willingness-to-pay data because it mirrors actual decision-making.
What does the deliverable look like?
You receive an executive report with prioritized recommendations, detailed willingness-to-pay data for every feature, a market simulator for scenario planning, and a live presentation where we walk through the findings and answer questions.
Can you analyze data we have already collected?
In some cases, yes. If you have existing conjoint data that was collected using a sound experimental design, we can apply our analytical frameworks to it. Contact us to discuss your specific situation.