Author: Dr. Felix Friederich

Conjoint analysis is one of the most popular methods used to measure the preferences of individuals or groups. It determines, for instance, the degree to which consumers value specific products, which then helps in developing sound pricing strategies. However, this method has some pitfalls that can hinder its effectiveness and application in pricing research, which the author addresses in this article. Dr. Felix Friederich is a Business Development Consultant at Horváth Germany. He can be reached at FFriederich@horvath-partners.com.

The Pricing Advisor, November 2023

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Introduction

In the realm of pricing strategies, the application of robust …Read More

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