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When customers evaluate a product or service, they weigh its perceived value against the asking price. Marketers have generally focused much of their time and energy on managing the price side of that equation. What consumers truly value, however, can be difficult to pin down and psychologically complicated. How can leadership teams actively manage value or devise ways to deliver more of it, whether functional or emotional? Discrete choice analysis simulates demand for different combinations of product features, pricing, and other components. These are powerful and useful tools, but they are designed to test consumer reactions to preconceived concepts of value - the concepts that managers are accustomed to judging. Coming up with new concepts requires anticipating what else people might consider valuable.

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