Conjoint and choice modeling to shape the range, the features and the price.
Estimate how people would choose between combinations of features, range and price, before your team commits to one.
Decisions made of trade-offs.
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You’re planning the next range.
Try ranges of different sizes on a simulator, from a blank page or from the range you sell today.
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A new product could grow the business, or split it.
See where its buyers would come from: competitors, people who buy nothing in the category today, or your own flagship.
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Features and price have to be set together.
Read what buyers would give up for each feature and each step in price, beside the products they could choose instead.
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There are more ideas than budget.
MaxDiff and TURF show which ideas matter most to buyers, and which few together would reach the most of them.
Models the business took further.
“Adam and his team were the ultimate professionals.”
- Deciding what the next accessories range should be A choice model and range simulator, with a proposed range. What happened next Four years later, asked back to rerun the portfolio model on its newer range.
- Pricing and positioning a future connected fitness product A portfolio choice model. What happened next The company’s customer insights director has said the report was shared with its executive team and its board.
- Weighing a snack brand’s pipeline ideas against its current range A concept screen, data labs with the client team, and a map of every idea and current product.
What teams ask before a choice model.
When is a choice model the wrong tool?
When people can’t judge the features from a description, or when a group buys and no one person’s trade-offs decide it. For a price range in a familiar category, a direct pricing method can be enough.
Can our team keep using the simulator?
Yes, for any combination of the features and prices that were tested. A new feature, or a market that has moved on, needs new fieldwork.
Weighing a range, its features or its price?
Bring the options your team is weighing. We’ll say whether a choice model would settle it, and what the simulator would need to compare.
A partner or director will reply.