Anyone used conjoint analysis to test pricing for FMCG products?

Question

We're trying to find the right price point for a new household product and a colleague suggested conjoint. Curious if it actually works well for low-cost everyday items.

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David Kim · Answer

Yes, conjoint works really well for FMCG pricing — we ran a CBC (choice-based conjoint) study for a cleaning product last year and it gave us a solid demand curve across 4-5 price points. The key for low-cost items is keeping your price range tight and realistic (e.g., $1.99–$4.99) so respondents don't just anchor to the cheapest option. Qualtrics or Lighthouse Studio are the go-to tools if you need a platform recommendation.

Anyone used conjoint analysis to test pricing for FMCG products?

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