Pricing Research Methods Playbook

Use this playbook to pick the right method by decision type, speed, and confidence requirements.

Decision-first method selection

Start by clarifying the decision. If the question is price corridor detection, use Van Westendorp. If it is bundle or package design, use conjoint. If it is attribute/value ranking before packaging, use MaxDiff.

Method fit matrix

• MaxDiff: Prioritize value drivers and messaging. Best for early roadmap and positioning.
• Conjoint: Quantify trade-offs and model willingness-to-pay. Best for packaging and price architecture.
• Van Westendorp: Define acceptable price ranges quickly before deeper simulation.

Recommended sequence

For high-impact pricing decisions: run MaxDiff to isolate priority value drivers, run conjoint to estimate utilities and share/revenue scenarios, and validate guardrails with Van Westendorp before launch.

Internal benchmark workflow

Track conversion assist by content cluster: guide session to lead magnet signup, lead magnet to free signup, and free signup to paid activation. Use this same sequence to compare method effectiveness by segment.