Anyone used conjoint analysis for household cleaning product pricing?

Question

Trying to figure out how price-sensitive buyers really are versus how much the scent or brand name matters. Wondering if conjoint is overkill here or worth it.

Related reading:The Sustainable Packaging Tipping Point: Why Consumer Sentiment Data Is Finally Matching Purchase BehaviourThe Automotive Market at an Inflection Point: An Expert's View on EV Transition, Consumer Behavior, and Research Strategy

Priya Sharma · Answer

Conjoint is absolutely worth it here — we ran a CBC study for a cleaning brand last year and found scent actually outweighed price within a reasonable range, which totally shifted their launch strategy. Use something like Qualtrics or Sawtooth with 4-5 attributes (price, scent, brand, format, claim) and aim for 300+ respondents. The willingness-to-pay outputs alone will justify the effort.

Anyone used conjoint analysis for household cleaning product pricing?

1 Answer

Your Answer

Related Content