Anyone used conjoint analysis to price industrial equipment?

Yes, done this a few times in B2B industrial — conjoint absolutely works, but your respondent pool is everything. Aim for 80-120 procurement/engineering decision-makers rather than a large general sample, and use CBC (choice-based conjoint) with attributes like cycle time, support contract terms, and lead time alongside price. Qualtrics or Sawtooth both handle this well; Sawtooth is overkill for most but worth it if you want solid HB estimation across segments.