More and more B2B business are using conjoint studies to inform packaging and pricing. But conjoint studies were originally designed for B2C and caution is needed in extending them to B2B. Structured interviews using a value story can provide more actionable insights.

Core Concept: Conjoint and Discrete Choice Modelling are important tools for market research. In the context of pricing work, these studies can give insight into how different functions contribute to value. This is very useful in packaging and understanding how prices should be priced relative to each other.