Anyone used conjoint analysis to price organic produce before?

Question

Trying to figure out how much of a premium shoppers will actually pay for organic vs conventional. Would love to know if conjoint is worth the effort here.

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Wei Zhang · Answer

Yes, conjoint is absolutely worth it here — we ran a choice-based conjoint for a regional grocery chain and found shoppers would pay roughly 18-25% premium for organic depending on the category (berries vs. root veg varied a lot). Use Sawtooth or even Qualtrics conjoint if budget is tight, and make sure to include realistic price anchors or you'll get inflated WTP estimates.

Anyone used conjoint analysis to price organic produce before?

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