Set prices and choose features with evidence, not instinct
We help teams establish what target buyers will pay, which features actually change purchase decisions, and how a new product should enter a competitive price architecture.
Who it is for: Product managers, founders, and commercial teams preparing launches, price changes, or feature roadmaps.
Decisions this research supports
- Where the acceptable price corridor sits for a new product or tier
- Which features move purchase intent — and which are nice-to-haves buyers will not pay for
- How a launch price should relate to competitors buyers actually compare
- Whether a concept is ready for market or needs repositioning first
Capabilities
- Van Westendorp price sensitivity analysis
- Purchase intent measurement
- Feature prioritization
- Concept testing
- Willingness-to-pay research
- Product launch research
- Competitive price architecture
Typical methods
- Van Westendorp PSM with acceptance-range interpretation
- Structured purchase-intent scales with calibration caveats made explicit
- Feature trade-off prioritization (ranking and allocation formats)
- Concept tests with defined competitive frames
What you receive
- Price corridor analysis with recommended positioning
- Feature priority rankings tied to purchase intent
- Launch strategy input: price, target buyer profile, value proposition
- Documentation of assumptions and where stated intent may diverge from behavior
Related work
Industries where this work is common
Common questions
Do you run conjoint studies?
Our core pricing toolkit centers on Van Westendorp, purchase intent, and structured feature trade-off designs. Where a project genuinely requires discrete-choice modeling, we say so directly and can involve a specialist partner rather than stretching a simpler method past its limits.
How reliable are stated willingness-to-pay numbers?
Stated intent systematically overstates real purchasing, so we report price findings as corridors with explicit assumptions — and design questions to reduce, not hide, that gap.
Can pricing research feed a full launch strategy?
Yes — pricing findings can be integrated with buyer profiling and concept results into a launch recommendation covering price positioning, target segment, and value proposition.