Anyone done pricing research for specialty coatings before?

Question

Trying to figure out willingness-to-pay for an industrial coating product and not sure if conjoint makes sense here. Would love to hear what's worked for others.

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Wei Zhang · Answer

Conjoint can work but gets tricky with specialty coatings because buyer segments are so different — a maintenance engineer and a procurement manager have totally different value drivers. We've had better luck combining Van Westendorp with a few depth interviews to anchor the price range first, then validating with a simple CBC conjoint. What's your sample size looking like — are you going direct to end users or through distributors?

Anyone done pricing research for specialty coatings before?

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