Best Practices for Measuring Price Sensitivity

Bryan Orme, President of Sawtooth Software, and James Pitcher, Global Marketing Science Brand Practice Lead at GfK/NIQ take an expansive dive into price sensitivity measurement using conjoint analysis.

Topics include:
• How many choice tasks are necessary for pricing research
• Display strategies for consumer packaged good research
• Tips and tricks for handling complicated pricing schemes
• Discussion of different approaches to calculating price sensitivity and reporting suggestions

They also share some real results comparing conjoint studies with sales data.

Bryan Orme is the president of Sawtooth Software. He is the recipient of the American Marketing Association’s Charles Coolidge Parlin Award. He has published over one-hundred articles and white papers on conjoint analysis and related methods. He also authored the book Getting Started with Conjoint Analysis and co-authored the books Becoming an Expert in Conjoint Analysis and Applied MaxDiff. Bryan has also served as an ad hoc reviewer for the Journal of Marketing Research.

James Pitcher leads GfK/NIQ’s Global Marketing Science Brand Practice, crafting innovative analytical solutions to better measure the health of brands. He has spent over 15 years providing statistical advice and consultancy within the Market Research industry, working with clients across many different sectors and regions. James is an expert in conjoint analysis, brand research, pricing, consumer segmentation, and a wide range of multivariate techniques.