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Trade-Off Studies

  • Determine the value customers place on specific features
  • Evaluate pricing of key bundles vs. top competitors
  • Assess important selection criteria more rigorously
  • Narrow down feature sets to offer in future products
  • Finalize packaging, pricing strategies, whole concept
  • Simulate market conditions to estimate customer demand, optimal price customers are willing to pay
  • Key measures:  share of preference, purchase likelihood
  • Normally mail/self-administered, internet, not phone
  • Across geographies, key segments