Anyone used conjoint analysis for industrial chemical pricing before?

Question

We're trying to set pricing for a new specialty coating and need to understand what features buyers actually care about. Wondering if conjoint is overkill here.

Related reading:How to Conduct Rigorous Market Segmentation Research in the Machinery and Equipment SectorFeeding the Future: A Conversation with Dr. Priya Anand on Data-Driven Market Research in Global Agriculture

Carlos Mendez · Answer

Not overkill at all — conjoint is actually really well-suited for specialty chemicals where you have a handful of meaningful attributes like cure time, VOC content, temperature resistance, and price. We ran a CBC study for an industrial adhesive client with around 200 procurement/engineering respondents and it clearly showed they'd pay a 15-20% premium for specific performance specs. Qualtrics or Lighthouse Studio both handle the design well if you need a tool.

Anyone used conjoint analysis for industrial chemical pricing before?

1 Answer

Your Answer

Related Content