In the dynamic landscape of product development and market research, crafting a successful pricing strategy is crucial for business success. In this article, we delve into four distinct pricing research methodologies offered by our expert teams — Van Westendorp, concept testing, conjoint analysis, and PriceCheX. Each method caters to specific stages of the product development process by addressing unique challenges and providing valuable insights. The following sections explore how each of these approaches contributes to the creation of effective pricing strategies.

Van Westendorp Model: A Pricing Range

Van Westendorp is an early-stage tool designed to provide a broad sense of pricing for a product or service. By asking respondents four critical questions about perceived value, Van Westendorp delivers a rough pricing range. While it lacks competitive context, it serves as a cost-effective and quick initial assessment tool to determine a reasonable price range and an optimal midpoint for a product.

Concept Testing: Evaluating Viability and Willingness to Pay

Concept testing, although primarily focused on assessing the viability of a product idea, also incorporates pricing feedback. This method involves exposing respondents to a fully developed product concept and gauging their reactions. The pricing component, often a single question, helps company teams understand the perceived value and willingness to pay for the product and provides valuable insights into a product’s potential success in the market.

Conjoint Analysis: Optimizing Features and Pricing

Conjoint analysis is a sophisticated tool aimed at optimizing both product features and pricing. It requires a more experimental survey design and is an excellent choice when pricing and feature optimization are the primary objectives. By presenting respondents with various product configurations and pricing scenarios, conjoint analysis captures their preferences. The deliverable for a conjoint analysis often consists of a simulator, which is a valuable, evergreen tool that stakeholders can use to simulate different bundling plans and prices. This method allows businesses to model different market scenarios and optimize their products for maximum impact.

PriceCheX: Real-World Comparison for Informed Pricing Decisions

PriceCheX is a proprietary tool designed for situations where a fully defined product requires a comparison against competitive solutions. Similar to conjoint analysis, PriceCheX asks respondents to make choices based on fixed product descriptions and varying prices. This tool focuses exclusively on pricing, allowing businesses to construct market scenarios, assess competitive landscapes, and make informed decisions about their product’s pricing strategy. The deliverable for a PriceCheX exercise often consists of a simulator, giving stakeholders the ability to explore product preferences at different price levels. Moreover, this method often provides a heat map where participants can show what propelled or deterred their decision-making process, which can add color to the simulator deliverable.

Navigating the particulars of pricing in the ever-evolving market requires a strategic approach. The combination of Van Westendorp, concept testing, conjoint analysis, and PriceCheX provides a comprehensive toolkit for businesses to tailor their pricing strategies to different phases of product development. Whether it’s gaining an initial pricing range, evaluating a concept’s viability, optimizing features and prices, or making real-world pricing comparisons, these methodologies offer actionable insights. By leveraging these tools, businesses can fine-tune their pricing strategies, enhance competitiveness, and drive success in their respective markets.

---

Read our other articles on pricing research below and learn more about GLG’s survey offerings.

Value-Based Pricing Research: What Is Conjoint Analysis?
Getting Value-Based Pricing Right Is Difficult, But Worth It