Author: Nihit Ningthoujam

In this article, the author demonstrates the use of Design-to-Value (DTV) and Cost Integrated Conjoint Analysis as an approach for delivering winning product pricing strategies with high value to cost ratios. This article draws upon recently completed pricing consulting projects to illustrate the effectiveness of this approach. Nihit Ningthoujam is a customer strategy consultant (freelancer) with high focus on pricing and product optimization supported by market research and analytics methods such as Conjoint Analysis. He can be reached at Nihit.Ningthoujam@essec.edu. View animated simulations of the illustrations in the original article here.

The Pricing Advisor, November 2020

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