Anyone done pricing research for industrial equipment before?

Question

Trying to understand how procurement teams evaluate price vs. total cost of ownership. Not sure if conjoint analysis makes sense here or if there's a better approach.

Related reading:Inside the Intelligence Gap: An Interview with a Machinery and Equipment Market Research Expert on What the Industry Is Getting WrongNavigating Healthcare Market Research: A Step-by-Step Guide to Conducting Rigorous Patient-Centric Studies

Sarah Mitchell · Answer

Yes, done a few of these! Conjoint can work but procurement teams often think in TCO terms naturally, so I'd actually suggest pairing it with in-depth interviews first to map out which cost components they weight most (downtime, maintenance, energy). Then a discrete choice conjoint with TCO-framed attributes tends to land better than pure price points. What industry segment are you targeting?

Anyone done pricing research for industrial equipment before?

1 Answer

Your Answer

Related Content