Willingness-to-Pay Margins & Pricing Models
Setting the right price is critical for maximizing revenue and market adoption. Prolific Research provides advanced pricing research services, helping strategy consultancies and product teams deploy pricing sensitivity models and conjoint analysis across global consumer and B2B panels.
We program pricing methodologies tailored to your product stage, including Van Westendorp Price Sensitivity Models (PSM) for new concepts, Gabor-Granger models to identify demand curves for established categories, and Choice-Based Conjoint (CBC) analysis to evaluate feature-price trade-offs.
We program complex dynamic logic routes, pricing sliders, and conjoint block randomizations. This helps ensure that the pricing exercises are engaging, easy to navigate, and capture realistic trade-off behaviors from qualified respondents.
Van Westendorp & Conjoint Analysis
Our pricing research methodologies focus on calculating willingness-to-pay and pricing elasticities:
| Methodology Type | Technical Action | Strategic Outcome |
|---|---|---|
| Van Westendorp (PSM) | Asking four standard pricing questions: Cheap, Expensive, Too Cheap, Too Expensive. | Calculates the Optimal Price Point (OPP) and Indifference Price Point. |
| Gabor-Granger | Asking likelihood-to-buy questions across randomized, ascending/descending price points. | Draws demand curves and calculates price elasticity of demand. |
| Choice-Based Conjoint | Presenting product profiles with varying attributes and prices for choice selection. | Calculates attribute utilities, feature importance, and price sensitivities. |
We check conjoint and pricing data quality in real-time, removing straightliners or speeders to keep datasets clean. We deliver structured datasets formatted for pricing analysis.
Strategic Pricing Research Applications
Our pricing sensitivity and conjoint research services support strategic product planning:
- New Product Launch Pricing: Setting initial price points for new concepts to optimize revenue and adoption.
- Product Line Re-pricing: Re-evaluating pricing strategies across existing product lines to defend market share.
- Subscription Tier Design: Using conjoint analysis to package software features into subscription tiers.
- Price Increase Evaluations: Testing price increases to estimate potential customer churn and revenue impact.
Frequently Asked Questions
What is the difference between Van Westendorp and Gabor-Granger?
Van Westendorp (PSM) asks open-ended questions to identify an acceptable price range for new concepts, while Gabor-Granger asks closed-ended likelihood-to-buy questions at specific price points to build a demand curve.
How do you recruit B2B professionals for conjoint pricing studies?
We recruit verified business decision makers, IT managers, and procurement chiefs through direct outreach and LinkedIn profile matching, ensuring they have budget discretion before starting the conjoint exercise.
Can you program Choice-Based Conjoint (CBC) exercises?
Yes. We program CBC exercises using industry-standard tools (such as Decipher or Sawtooth) and integrate them into custom responsive survey templates for mobile and desktop.
How do you prevent bias in pricing surveys?
We randomize the order of pricing questions or Gabor-Granger price steps, use logical validation rules to block inconsistent answers, and hide pricing grids until the respondent is ready.
What files do you deliver for conjoint analysis?
We deliver cleaned datasets (.sav, .csv) containing all choice selections and attribute designs, alongside dynamic pivot reports and conjoint utility calculators.
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