Price- and preference measurement: applying innovative methods

In times of customer needs getting more and more heterogeneous and of customers applying more and more often simplifying product selection strategies, requirements on the measurement- and analysis tools employed are also increasing.

In addition to the common standard approaches, such as CBC and ACA, we also offer numerous special solutions in order to meet the increasing requirements of the competition, and hence on the marketing of products and services. Our methods developed in-house enable us for instance to gain extensive insight in the purchasing process and its related preferences, even for highly complex products or services that have to be described by a vast number of characteristics.

The following methods developed in-house help describe relevant purchase decision processes in a better way:

• AHPlab combines the acquisition of information search strategies by means of Mouselab with an indirect measurement of the subjects' preferences through simple paired difference tests (AHP). This is an adaptive utility measurement in consideration of the interviewees' response quality.
• ID CBC consists of CBC (as the most frequently applied form of conjoint analysis) and the Information Display Boards (as status-quo analysis method for strategic choice behaviour). The multi-source approach of the ID CBC and the close contact with reality of the depicted choice behaviour facilitate a clearly improved utility evaluation in the face of comparable conjoint methods.
• The Decision Revealer is a fictitious online shop that can be used in the framework of online- and CAPI surveys. The Decision Revealer takes into account the information search behaviour and the simplification strategies in the decision-making process, thus helping analyze more in detail and optimize the purchasing process.

We will of course be pleased to assist you with advice on choosing the right method, and to support you during conceptualization, implementation and evaluation.

For more information please contact:
Sören Scholz
+49 521 2997 387
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