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Structured Instrument
Brand-Price Trade-Off
Participants repeatedly select among competing products and new offerings at varying prices in a structured survey. The method measures how price changes and advertising exposure affect demand, market share, and cannibalization of existing products.
When This Method Fits
Typical duration
Days – Weeks
Typical cost
Medium – High
Fidelity level
Talk Only
Stage
Validation
Hypothesis type
Viability
Goal type
Deepen product-market fit, Validate go-to-market strategy, Scale the model
Randomization
N/A
Study design
Single-case / repeated-measures design
Minimum units needed
100
1Best Fit When
Best when pricing a new product into an existing, competitive market where at least a few competitor SKUs already exist.