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Design and methodology:
Face to face interview with 100 to 500 (on average) respondents, each seeing around three to nine brands from four to seven price levels. Respondent picks preferred brand at lowest price, then works through until either least preferred at highest price is chosen or respondent stops selection when price levels get too high.
Marketing issues addressed:
How to respond to competitive price tactics. Price elasticity, cannibalisation if client has multiple brands in category covered.
Analyses delivered:
Brand share at different price levels, cannibalisation dynamics. Van Westerndrop PSM, Gabor Granger.
Works with:
- Retail data. This should be used to calibrate by running the Brand Price Trade Off (BPTO) at the average market prices, then weighting the shares to retail shares if the shares are markedly different.
Scanpro and Explorer analyses can be used to validate predicted outcomes.
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