Anyone done pricing research for defence equipment procurement?

Question

Trying to figure out how to approach willingness-to-pay when your buyer is basically a government. Conjoint feels tricky here.

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Wei Zhang · Answer

Yeah, conjoint breaks down fast here because procurement decisions aren't really individual preference-based. We've had better luck with cost-benchmarking analysis and structured expert interviews with procurement officers to map budget thresholds and approval tiers. TCO modeling also tends to resonate more with defence buyers than traditional WTP framing.

Anyone done pricing research for defence equipment procurement?

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