Authors: Dario C. Sales and Henrique A. Souza

While there are other research techniques that seek to understand the perceived value of products or services, the Conjoint Analysis method indirectly addresses the customer and therefore bypasses biases from direct research methods that make it harder to correctly model consumer choice behavior. In this article, the authors examine the benefits of Conjoint Analysis in developing pricing strategies, present several methods for applying this approach and review case studies of successful pricing projects. Dario C. Sales, CPP (dsales@quantiz.com.br)  is a partner manager and Henrique A. Souza (hsouza@quantiz.com.br) is a consultant …Read More

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