Start with the decision.
The method follows.
The business decisionMethod we runWhat lands on the table
What should we charge? Can we take an increase?Discrete choice with priceStated willingness-to-pay, modeled demand, pricing scenarios
Which features and claims actually earn their keep?MaxDiff / best–worstRanked stated preferences, and differences by defined segment
What should the product or pack be?Build-your-own + adaptive choiceModeled configurations and preferences, with cost assumptions
Why should a retailer give us the shelf?Category shelf simulationModeled preference shifts, with volume assumptions stated
How many will they buy, and how often?Volumetric choiceModeled quantities and repeat choices, with calibration limits
Which message or concept wins, and why?Concept test + complete rankingRanked stated preferences under the defined comparison
Who do we go after first?Preference-based segmentationPreference groups; size and value require population evidence
What if a competitor cuts price next quarter?Market simulator on the fitted modelScenario estimates with price, cost and substitution assumptions
These are study designs and modeled outputs. Define the population and endpoint; agree the external evidence needed before committing resources.