Case studies

Gabor-Granger or Van Westendorp?

Posted on 3 June 2018

With so many pricing research methodologies out there, how do you know which is the right one for you? offers pricing techniques (Van Westendorp and Gabor-Granger) that both help set prices for a single product with either no competitors (completely new offerings) or where there are too many competitors to benchmark against (e.g., fashion or restaurants). However, they answer slightly different questions. To illustrate the differences, we conducted three studies to show you how they work and the outputs that you get from each of the separately. Read More

Case Study: Choosing the best employee benefits package through conjoint analysis

Posted on 24 July 2017

UMDF (the name and findings are disguised) is a major accounting and consulting firm operating across 70+ countries. In Australia, every year the firm hires roughly a hundred university graduates for entry-level accountancy positions across its three offices in Melbourne, Canberra, and Sydney. Read More

Pricing a new course for Malaysian university through conjoint analysis

Posted on 20 April 2017

Kitzpatrick University is operating in the competitive educational market in Malaysia, where dozens of providers offer an abundance of courses and programs at various levels. Kitzpatrick, building upon its strong position in the field of chemical engineering and connections with key players in the petroleum industry, is considering opening a new Bachelor of Science in Chemical Engineering program, which will feature industry placements. While the strategic decision to launch the degree program has been made, the question of pricing for the course remains open. Read More