Research Services
Pricing Research and Conjoint Analysis
BrandSpark International runs pricing research with the Van Westendorp Price Sensitivity Meter and with choice-based conjoint. Conjoint studies include a market simulator that tests a price against named competitors at their list and sale prices.
What Pricing Research and Conjoint Analysis Includes
- ›Van Westendorp Price Sensitivity Meter (PSM)
- ›Branded discrete-choice conjoint
- ›Market simulators and share-of-preference modelling
- ›Competitor price-move scenarios
- ›Hardware, subscription and bundle pricing
- ›Pricing playbooks: list price, sale price, promotional windows and a floor
How a BrandSpark Pricing Study Runs
- ›Choice sets show the client brand beside named competitors, varying brand, price and the product features that matter in the category.
- ›Utilities are estimated for each respondent and built into a market simulator.
- ›Simulations run at list prices and again at observed sale prices, and competitor price moves are modelled to show how much share is exposed.
- ›The recommendation is a managed price range the commercial team can operate across a promotional calendar.
Pricing Research and Conjoint Analysis Case Studies
- Pricing hardware and subscription together for a connected-device brand
BrandSpark used a branded discrete-choice conjoint to re-price a connected device and its subscription together. The study found that hardware and subscription price combined drive roughly half of purchase preference, and the client adopted a managed price range its commercial team now operates inside.
- Ranking features, benefits and barriers for a premium connected fitness brand
BrandSpark ran three MaxDiff exercises in one survey, on 17 product features, 17 consumer benefits and 17 purchase barriers, and linked features to benefits. The result cut a long feature list to 5 focal features, and the client adopted it as the reference for later positioning and campaign work.
Pricing Research and Conjoint Analysis: Frequently Asked Questions
What is conjoint analysis?
Conjoint analysis is a survey method that shows respondents realistic product options with different features and prices and asks them to choose. The pattern of choices reveals how much each feature and each price point is worth, and a simulator built from the results predicts preference share for any combination.
What is the Van Westendorp Price Sensitivity Meter?
The Van Westendorp Price Sensitivity Meter asks four questions about the prices at which a product seems too cheap, a bargain, getting expensive and too expensive. The answers plot an acceptable price range for a product. It suits early pricing questions and products with no direct competitors.
When should a pricing study use conjoint instead of Van Westendorp?
Conjoint fits when the price has to hold against named competitors, when features and price trade off, or when two prices interact, such as hardware and a subscription. Van Westendorp fits when the question is the acceptable range for one product on its own.
What does a pricing conjoint deliver?
A BrandSpark pricing conjoint delivers the importance of each attribute, a market simulator, and a recommended price range. In a 2026 study for a connected-device brand, hardware and subscription price together drove roughly half of purchase preference, and the client adopted the managed price range.
Other BrandSpark Research Services
- Brand Health Tracking
- Concept and Product Testing
- Strategic Research and Consulting
- Brand Trust Research
- AI Training