Assessments for product launches

We support you through all phases of a successful product launch. We see ourselves as your reliable partner from the selection of the right product design (development), the definition of promising markets and the right placement (launch), to the expansion of the market position (growth) and the introduction of a follow-up product (discontinuation).

What does an ideal product look like from the customer’s point of view? How do I choose the right pricing options and thus optimize my sales?

Our Answer

Companies often base product development very much on their own capabilities and cost structures. They often determine prices on the basis of production costs, contribution margins or desired margins. Much more decisive for the economic success of products and services, however, is the expectation of customers, the benefit of dedicated product features and the actual willingness of potential buyers to pay. These dimensions often do not coincide with intrinsically motivated product developments or cost-based pricing.
In order to make the right product and pricing decisions, we examine your potential customers in detail. Together with you, we develop the right approach based on qualitative and multivariate methods. In each case, we simulate realistic decisions which then provide robust insights into the benefits of individual features of the products or services.

  • Precisely understand your target groups and their respective characteristics
  • Deep understanding of your customers' willingness to pay
  • Understand your product and service awareness compared to the competition
  • Understand the benefits of individual product features and find the right price point

Direct queries on price estimates, such as the Van Westendorp price analysis, or in terms of purchase probabilities, such as Gabor-Granger, quickly provide well-interpretable results for established products and services. Through these methods, a very good framework can be determined to guide pricing. What is the maximum price that someone will buy the product at all? And how cheap can it be so that consumers don’t think it’s inferior and fear low quality?
For innovative services and products to measure price sensitivity, we recommend Choice-Based-Conjoint Analysis. Based on demand simulations including consideration of the competition, your pricing strategy can be optimally aligned with market developments to ensure continuous success.

Your Benefits
  • Increasing sales by selecting optimal price points
  • Customer loyalty through services tailored to customer needs
  • Cost savings through early inclusion of the customer perspective
Our methodology

Target group analysis & segmentation

Using a combination of diverse multivariate methods (e.g. factor, cluster and latent class analysis) as well as qualitative research methods (e.g. expert interviews, in-depth interviews, group discussions, workshops), we examine your (potential) customers in detail. As a result, you receive a data-supported description of the target groups as well as recommendations for action based on this for an optimal approach.

Target group analysis & segmentation

Using a combination of diverse multivariate methods (e.g. factor, cluster and latent class analysis) as well as qualitative research methods (e.g. expert interviews, in-depth interviews, group discussions, workshops), we examine your (potential) customers in detail. As a result, you receive a data-supported description of the target groups as well as recommendations for action based on this for an optimal approach.

Portfolio strategy

In addition to qualitative workshops, we also use maximum-difference scaling to measure the importance of product characteristics for portfolio optimization. For sales forecasts, we recommend Choice-Based-Conjoint Analysis. In realistic decisions, valid insights into the benefits of individual product features are determined. The results are recommendations for targeted portfolio and product design based on market simulations.

Pricing

Direct queries on price assessments (Van Westendorp PSM) and purchase probabilities (Gabor-Granger) quickly provide well-interpretable results for established products and services. To measure price sensitivity for innovative services and products, we recommend Choice-Based-Conjoint Analysis. Based on demand simulations including consideration of the competition, your pricing strategy can be optimally aligned with market developments to ensure continuous success.

Pricing

Direct queries on price assessments (Van Westendorp PSM) and purchase probabilities (Gabor-Granger) quickly provide well-interpretable results for established products and services. To measure price sensitivity for innovative services and products, we recommend Choice-Based-Conjoint Analysis. Based on demand simulations including consideration of the competition, your pricing strategy can be optimally aligned with market developments to ensure continuous success.

Examples from previous projects