Our expertise:
product and price research

Understanding what customers want

Customers have clear preferences, desires and ideas about products and prices – but they are not always aware of them. Products are becoming increasingly similar, functional differences are decreasing, and price differences are becoming less comprehensible. Result: Consumers decide more according to their feelings and personal perception.

In the context of product and price research, processes must thus be applied that also make your customers’ gut decisions measurable and comprehensible. This is the only way you can identify the requirements for products and the framework of willingness to pay and design your measures accordingly.

You will need answers to such questions as:
What new products do your customers want?

Which new product features are desired and will increase the willingness of your (potential) customers to pay? Which existing features are used and considered particularly important? Which product features best differentiate your products from those of the competition? How should your portfolio be optimally designed? Can cannibalization effects be avoided within your portfolio? What effects do price changes have on revenue and sales?

To provide decisive answers to your questions, we offer a wide range of conventional and innovative methods for recording the preferences and willingness to pay of your existing and – hopefully – future customers. Please read about the processes and tools we use further below on this page.

How should a (new) product be designed according to customer requirements?

How high is the willingness to pay for individual products and features?

How do customers feel about the added value of product properties?

How can cannibalization effects be avoided within my portfolio?

What effects can be expected on my revenue and sales during price changes?

Knowledge pool

Get in touch!

Lassen Sie uns gern direkt in Kontakt treten: rufen Sie mich gern an oder schreiben Sie mir per Mail. Ich bin gerne für Sie da!

Sören Scholz CEO Products & Methods soeren.scholz@interrogare.de +49 521 / 557 810-187

Processes and methods

Adaptive Conjoint Analysis (ACA)

Determining preference structures: A limited number of combinations of performance characteristics are evaluated, while the following combinations are the result of entries already made.


Understanding benefits, determining preferences: Pair comparisons of importance, first at characteristic level and then at expression level, enable the determination of utility values and clear preferences.

This is an Interrogare in-house development

Choice-Based Conjoint (CBC) Analysis

Determining preference structures: Subjects choose their preferred one from different combinations of performance characteristics, and all potential combinations are queried (at least) once.

Decision Revealer

Understanding purchasing decisions: Recording of search processes and screening criteria during product selection within a fictitious, individually configurable online store.

This is an Interrogare in-house development

Information Display Choice Based Conjoint (ID CBC)

Determining preference structures: Information is selected according to perceived importance by clicking on it and is then compared in pair comparisons. Methods for searching for information and the importance of characteristics are recorded in this manner.

This is an Interrogare in-house development


Measuring preferences: By specifying the subjectively best and worst variants of the respectively presented selection of characteristics, a differentiating ranking of preferences can be calculated.


Tracking your search for information: Subjects select relevant information without being able to make a complete product comparison - the detection and selecting behavior recorded in this manner provides meaningful insights into the search and selection strategies used.

This is an Interrogare in-house development

PSM+ (Price Sensitivity Meter)

Optimizing prices: Reliable determination of a price range within which lies the greatest expected acceptance for a product.

This is an Interrogare in-house development

Psychological Price Types

Identifying price types: Methods for the psychological determination of customer types based on existing predispositions in the following aspects:

This is an Interrogare in-house development

Qualitative Research

Personal research: Collection and evaluation of non-standardized data on the basis of open individual or group interviews, observations, documentation and diaries by experienced and trained qualitative experts.

TURF+ (Total Unduplicated Reach and Frequency)

Optimizing combinations: Method for optimizing the reach of advertising and managing product portfolios by determining optimal combinations of communication tools/media/content or product properties.

This is an Interrogare in-house development

Volumetric Choice Based Conjoint (Volumetric CBC)

Considering purchase quantities: In order to determine price and product preferences for consumer goods that can be purchased in different units, quantity decisions are recorded instead of selection decisions. This is often also useful in the B2B context.