Anyone used conjoint analysis to price new chip features?

Question

We're trying to figure out how much B2B buyers actually value certain performance specs on a new processor line. Not sure if conjoint makes sense here or if there's a better approach.

Related reading:"The Data Doesn't Lie, But It Often Misleads": A Conversation with Automotive Market Research Veteran Dr. Renata SolbergThe Consumer Goods Renaissance: How Shifting Shopper Values Are Rewriting Market Research Playbooks

Anika Patel · Answer

Conjoint absolutely makes sense here — we've used CBC (choice-based conjoint) in Sawtooth Software for exactly this kind of B2B processor pricing work. The trick with performance specs is making sure your attributes are translated into business outcomes (e.g., 'reduces render time by 30%') rather than raw GHz numbers, otherwise B2B buyers struggle to evaluate them. Aim for 6-8 attributes max and around 150-200 respondents since B2B samples are harder to get.

Anyone used conjoint analysis to price new chip features?

1 Answer

Your Answer

Related Content