Best way to do pricing research for a new chip product?

For a mid-range microcontroller, van Westendorp Price Sensitivity Meter is honestly the sweet spot — simpler than conjoint but gives you a solid acceptable price range without much overhead. We used it for a similar embedded component launch and got actionable results with ~150 engineer/buyer respondents. If you want to layer in competitive context, add a Gabor-Granger follow-up and you're good.