Understanding what customers want
Customers have clear preferences, desires and ideas about products and prices – but they are not always aware of them. Products are becoming increasingly similar, functional differences are decreasing, and price differences are becoming less comprehensible. Result: Consumers decide more according to their feelings and personal perception.
In the context of product and price research, processes must thus be applied that also make your customers’ gut decisions measurable and comprehensible. This is the only way you can identify the requirements for products and the framework of willingness to pay and design your measures accordingly.
You will need answers to such questions as:
What new products do your customers want?
Which new product features are desired and will increase the willingness of your (potential) customers to pay? Which existing features are used and considered particularly important? Which product features best differentiate your products from those of the competition? How should your portfolio be optimally designed? Can cannibalization effects be avoided within your portfolio? What effects do price changes have on revenue and sales?
To provide decisive answers to your questions, we offer a wide range of conventional and innovative methods for recording the preferences and willingness to pay of your existing and – hopefully – future customers. Please read about the processes and tools we use further below on this page.
How should a (new) product be designed according to customer requirements?
How high is the willingness to pay for individual products and features?
How do customers feel about the added value of product properties?
How can cannibalization effects be avoided within my portfolio?
What effects can be expected on my revenue and sales during price changes?
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Processes and methods
