Starting Point
What pricing intuition costs
Prices and product configurations are often set intuitively. Conjoint analyses replicate real purchasing behaviour and show which product features and price levels genuinely make the difference.
Decide
Market Simulations
We simulate real purchasing behaviour and show which products, prices and portfolios achieve the greatest market share and highest contribution margin.
The most popular price isn’t the best price. The best price is the one that optimally combines reach and profitability.
Method
CBC Conjoint with revenue and margin simulation
Our simulation tools use conjoint data as the basis for purchasing behaviour and enrich it with metrics such as revenue and contribution margin per 1,000 potential customers. Portfolio development can then target three objectives: reach, revenue maximisation, and profit maximisation.
Application
From tariffs to product portfolios
We have helped clients with portfolio design across sectors: internet and mobile providers defining appropriate tariffs, banks with account models, insurers with bundling of services.
Result
A clear decision foundation
You receive not just preference shares, but concrete revenue and contribution margin forecasts for each scenario, as a direct foundation for pricing and portfolio decisions.
What this creates
01
Optimal price-performance combination for each target scenario
02
Revenue and contribution margin forecasts for concrete portfolio decisions
03
A simulation-ready model for ongoing scenario testing
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