Best way to do pricing research for industrial equipment buyers?

Conjoint absolutely works here — we've run CBC (choice-based conjoint) with procurement managers and gotten solid results, just keep the scenarios realistic to their actual buying context (total cost of ownership, lead time, service contracts). Honestly though, for industrial equipment I'd pair it with 8-10 in-depth interviews first to nail down which attributes actually drive decisions, otherwise you risk building conjoint around the wrong levers. Firms like Sawtooth Software make the analysis side manageable even with smaller B2B sample sizes (n=80-120 can work if your population is niche).