Best way to run a pricing study for industrial machinery?

Question

Working on a project for a mid-size equipment manufacturer and not sure if conjoint makes sense here or if there's something simpler. The buyers are procurement folks, not consumers.

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Priya Sharma · Answer

Conjoint can work great here, but given the B2B context I'd lean toward a Van Westendorp Price Sensitivity Meter first — it's simpler, procurement folks respond well to it, and you'll get a defensible price range quickly. If you need to test configurations (e.g., different feature bundles at different price points), then layer in a simple discrete choice conjoint. Sample size of even 80-100 qualified buyers can be enough in industrial.

Best way to run a pricing study for industrial machinery?

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