Overview & Method Framework
Brand-Price Trade Off (BPTO) replicates the retail shelf environment. Respondents choose among competing brands at baseline market prices. Each time a brand is selected, its price rises incrementally in the next round until the respondent switches to a rival. This reveals the precise switching price, price elasticity, and brand loyalty boundaries.
Diagnostic Research Scorecard
Standardized benchmark metrics against global category norms:
84%
Purchase Intent (Top 2 Box)
+14%
Vs. Category Benchmark
Key Capabilities & Benefits
- Direct measurement: Direct measurement of price elasticity in a competitive context
- Identifies which: Identifies which competitors gain share when your price increases
- Reveals brand: Reveals brand loyalty thresholds and vulnerable price points
- Simulates multi-brand: Simulates multi-brand price war and promotional discount scenarios
When to Use This Method
- Anticipating competitor response to planned price increases
- Setting optimal promotional discount depth and frequency
- Benchmarking price premium capability against rival brands
- Merger & acquisition market share overlap modeling
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