Proposition & Pricing

Of all the features a new product or service can offer, only a few will be appealing, and fewer still will drive willingness to pay. Understanding which features, and feature bundles, will drive purchase and at which price points is a critical part of developing successful products.

Conjoint analysis is the best-in-class approach to doing this.

It takes all the product features you might be considering and, using a well-established experimental research design, identifies which will drive product purchase, and at what price levels. The approach allows you to explore different product propositions against different metrics, including market share, revenue and profit return. And it allows you to compare the proposition against real-life market alternatives.

The Wonder&Wonder Approach

We have extensive experience in running conjoint and related analyses.

Unlike other solutions in the market, our approach is flexible, adapting to your specific situation, goals, and set of features. We also help clients understand the human context of conjoint output, unlocking why certain features work or don’t work, and which will drive longer term brand metrics in addition to short-term sales. And, where needed, we help clients test final proposition concepts to help de-risk development.

We bring deeper context and flexibility to our conjoint work, allowing you to build better strategic knowledge from the research.

Contact us to chat about how we can help you unlock product and pricing insight.