A SaaS platform reached out about running research to optimize their pricing and packaging— textbook conjoint territory. But when we asked about their current pricing strategy, they said, "Well, our current pricing strategy is per-user-based pricing, but we're considering usage-based pricing and potentially a platform fee." They weren't   refining their pricing . They were completely rethinking their pricing model.  So we hit pause. Had we not asked about the business decisio

Getting pricing wrong is expensive. Price a product too high, and customers walk away. Price it too low, and you leave thousands (sometimes millions) on the table.  The key to avoiding these costly mistakes? Choosing the right pricing research method. But here's the challenge: it's not about picking the "best" technique. It's about matching the methodology to where you are in the product lifecycle and what decision your stakeholders actually need to make. The right pricing me

You're in a conference room with your leadership team. The PM is excited about the new features. The CEO is certain you’ve got the competitive edge. Marketing has crafted the perfect campaign around "increasing productivity." Everyone is in agreement. You're so confident, you skip message testing entirely. Then you launch the campaign, and it falls flat. This exact scenario played out with one of our SaaS clients recently. Their entire team, from product to leadership, was co

Black Friday. President's Day. End-of-year clearance. A smart promotional pricing strategy can turn any occasion into a revenue driver, but without the right approach,  it becomes a margin killer. Most brands nail their everyday pricing strategy. But when it comes to promotions? They pick a discount that 'feels right' and cross their fingers. We’ve all been there - the “let’s just do 25% off and see what happens” approach. The result is exactly what you'd expect: missed margi

Brand positioning is often treated as an art form, guided by creative intuition, internal assumptions, and a few qualitative interviews or focus groups. Marketing teams then launch campaigns, measure results, and tweak messaging in a cycle where  data rarely drives the first move. But here’s the truth: when paired with qualitative research, advanced analytics can elevate positioning  from guesswork into a precision tool. Why analytics belong at the start In 2025 alone, we’ve

Imagine you run an ice cream company and your chocolate ice cream is a top seller.  It would only make sense to double down on that finding and launch a “double chocolate” version — extra rich, more indulgent.  But, what happens? The visitors who used to buy regular chocolate just switch to the double. You didn't bring in any new customers with your new offering. You just made your existing chocolate fans even happier.  Same customers, different SKU, but no growth.  This is p

Testing features works well on a small scale. But when your product roadmap expands from 5 features to 40, traditional feature analysis methods collapse under their own weight. Respondent attention wanes, data integrity suffers, and the clarity needed for confident product decisions vanishes. Token-Based Conjoint Analysis (TBC), a new methodology created by Numerious  that won Best Paper at the 2025 Sawtooth Research Conference, lets researchers test up to 40 features at once

For startups, the idea of adding market research to the equation can feel overwhelming. When should you start market research? How much should you invest? How much is enough (or too little)? These questions challenge founders as they navigate the delicate balance between spending precious resources and gathering critical market insights. The truth is, market research isn't a one-size-fits-all approach. It's a dynamic strategy that evolves alongside startups, providing crucial

A sustainability tech company had an extremely successful product launch — but growth had stalled. Satisfaction scores were high, and loyal users sang its praises. Yet new customers weren’t showing up. The disconnect revealed a critical blind spot. This scenario illustrates why we need to do market research—beneath the surface of seemingly positive feedback lurked a strategic blind spot that threatened the company's potential. This is the silent challenge of customer research

A B2B SaaS company nearly invested millions in workflow automation features , convinced it was their customers' top priority. After all, it was the industry’s buzzword of the year. Their competitive analysis showed every major player offered it, and it often came up in conversations at the C-suite level. But, just before committing resources to development, the company paused to run deeper customer research and uncovered a major disconnect. Their SMB and mid-market customers

Finding the right pricing strategy is a tough challenge. Mispricing can mean lost revenue, a weakened brand, and missed opportunities.  The good news is that pricing doesn't have to rely on intuition or guesswork. The right tools empower businesses to make data-driven decisions about their products. Many businesses use a tool called a pricing simulator. It's the primary deliverable of a technique called conjoint analysis.  These simulators can be used across various industrie

Companies work hard to give customers what they want. While this seems straightforward, it's more complex than it appears. Thankfully, you can use many different research methods to understand customers.  Why research customer preferences? There's often a gap between what people say they prefer and how they actually behave when making choices. That’s because customers don't always know what they want. Even when they do, they might have trouble putting it into words. This make

For many businesses, uncovering genuine customer preferences feels like trying to read minds. Traditional surveys frequently fail to reveal true preferences because they don't force people to make tough choices similar to those they make in real life. Enter Best/Worst Scaling, which makes it easier to prioritize product features based on data. Best/Worst Scaling, also known as MaxDiff , is an analytics tool that helps businesses understand what their customers truly value. It

It’s not uncommon to hear pushback from some business leaders about investing in market research studies. Comments like "It will take too...

Many businesses struggle to understand what truly drives purchasing decisions. Traditional surveys can be misleading, as customers may not accurately report their preferences or may be unaware of the factors influencing their choices. This leaves companies guessing about which product features to prioritize, how to price effectively , and how to allocate resources for maximum impact. Insert - conjoint analysis. Conjoint analysis offers a powerful solution to these challenges.

What are some examples of advanced analytics for pricing products and services?  One of the most important decisions businesses face is how to price their offerings.  Pricing is not just a matter of picking a number. It's a strategic decision that requires careful analysis and a deep understanding of customer preferences, market trends, and cost structures.  That's where advanced analytics offers significant value. Advanced analytics are sophisticated techniques and tools to

Maximizing profit is a top priority for any business. It's the engine that drives growth and sustains your enterprise, but it's easier said than done.  There are many factors to consider, from pricing and product development to market positioning and customer segmentation. Creating the right strategy to maximize profit can feel like a constantly moving target. I want to explore proven methods and techniques to help you maximize profits and stay ahead of the competition.  Nail

The power of pricing research and price optimization constantly inspire me to help companies make smarter decisions that benefit their business and customers. Getting pricing right is no easy feat – it requires balancing willingness to pay, profit margins, competitive positioning, and more. However, leveraging the right research techniques can provide invaluable clarity.   In this article, I'll provide an insider's overview of the following:   ·      The genesis of price opti

I often advise clients to incorporate segmentation strategies to identify their target customers. An essential technique we employ is market segmentation, which typically leverages survey data to group customers based on their needs, attitudes, and behaviors. Businesses see greater returns on their marketing investments by tailoring products and messaging to segments rather than a one-size-fits-all approach. In this article, I will provide an overview of market segmentation,

At Numerious, we stress the importance of stakeholder collaboration during the design phase of a conjoint experiment. If designed right, choice-based conjoint analysis can provide invaluable insights into customer preferences and tradeoffs. But the true value of those insights lies in effectively communicating the findings to guide strategy and decisions. The end goal of every conjoint project is to empower teams to make data-driven choices, advancing customer-centric growth