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Conjoint Study
Project type
Pricing Research — Quantitative
Role
Senior Researcher
Method
Choice-Based Conjoint (CBC)
Sample
n=240 veterinary practice decision makers
Business Problem
Single vs. tiered pricing decision; unknown MWTP for features in development
Impact
Board-level goals adjusted; 2026 roadmaps reprioritized around highest-MWTP features
Tools & Methods: Choice-based conjoint (CBC), marginal willingness-to-pay analysis, preference share simulation, market modeling.
A VP-level request tied to next year's pricing strategy for a veterinary practice engagement platform. The team was weighing whether to continue with a single price point or move to a multi-tier model, and needed to know how much more practices would pay for features currently in development.
I designed and led a choice-based conjoint study to inform pricing for the Q3 2026 release. Participants made tradeoffs between feature sets at different price points, revealing each feature's marginal willingness to pay (MWTP). I owned the full research process — feature and level selection, stakeholder alignment, plain-language stimuli development, tooling selection (Conjointly), and analysis planning.
The study revealed that Q3 2026 Petline outperformed the current state at every price point tested, with two features (Diagnostic Results Sharing and Post-Visit Care Summaries) driving most of the MWTP delta. It also found that AI autonomous-sharing reduced preference — purchasers wanted AI-assisted, not AI-autonomous workflows.
Board-level goals were adjusted the day after the presentation. 2026 product roadmaps shifted to prioritize the features with the highest measured MWTP.