Pricing Research: Van Westendorp, Gabor-Granger & Conjoint Basics
Van Westendorp curves and price points, Gabor-Granger demand, elasticity from a price test, conjoint part-worths, attribute importance and WTP, a logit market simulator and good-better-best tiers: 8 graded labs on one fictional subscription app.
The first lesson is free — no account needed.
About this course
A pricing research course that analyses one fictional subscription app's survey and test data in a spreadsheet, for product marketers, pricing analysts and market research students. You turn 20 answers to the four Van Westendorp questions into cumulative curves, read the optimal and indifference price points and the range of acceptable prices from where they cross, build a Gabor-Granger demand curve and find the revenue- and profit-maximising price, measure price elasticity from a five-cell checkout test with an arc and a log-log slope, estimate conjoint part-worths from a full-factorial rating study, turn them into attribute importance and willingness to pay in dollars, simulate shares of preference with the logit rule and test a good-better-best line-up for how many Pro buyers the middle tier cannibalises. The first lab is free.
Lessons
- Van Westendorp: Cumulative Price Curves from Survey AnswersFree
- Van Westendorp Price Points: OPP, IPP and the Acceptable Range Pro
- Gabor-Granger: Demand Curve and the Revenue-Maximising Price Pro
- Price Elasticity from a Price Test: Arc and Log-Log Pro
- Conjoint Basics: Part-Worths from a Rating Design Pro
- Attribute Importance and Willingness to Pay from Part-Worths Pro
- Market Simulator: Share of Preference with the Logit Rule Pro
- Good-Better-Best Tiers and the Cannibalisation Check Pro