Discrete choice
Use cases
Cost-Plus or Value: How to Stress-Test a Price Before You Lock It InFounders setting price for the first time usually reach for the same shortcut: add up costs, tack on a margin, call it a rate card.
Methods and validation
Feature Prioritization Without Surveys: Choosing a Ranking MethodMost roadmaps carry more candidate features than a team can ship in a single cycle: twenty on the list, capacity to build five, and a dozen stakeholders pulling in different…
Use cases
Test Sales Messaging Before the Enterprise Call, Not During ItPractice against a colleague proves nothing about a buyer
Comparisons
Before You Build the Survey: Testing What Actually Drives the DecisionA research or insights lead who already runs closed-ended surveys faces a narrower question before the next one goes out: which attributes, price points, or messages are even…
Case studies
Replicating a published rural job-preference study with a causal discrete choice experimentThe decision: trust a new method, or field a traditional study first
For buyers
Should You Expand to a New Market? A Causal Framework for FoundersA founder with traction in one market is often asked to bet on a second one: a new geography, a new vertical, or a new customer segment.
Methods and validation
MaxDiff vs. Conjoint vs. NPS: Which Instrument Matches the DecisionAn insights lead scoping a study has three common instruments to choose from, each answering a different question.
For buyers
The Consumer Analyst's Staged Path From Concept Screen to ValidationA consumer analyst rarely gets to choose whether AI enters the concept-testing process.
Implementation
How to Sequence Target-Group Research Before You Field a StudyTarget-group research for a launch should follow four gates: define the decision, establish the behavioral baseline, screen the live hypotheses with a controlled causal…
Use cases
AI Purchase Intent Research: Testing Trade-Offs Before You LaunchA product marketing or GTM leader greenlighting a launch, pricing tier, or competitive claim needs to know how target buyers actually trade the new offer against what they use…
Comparisons
Persona Chat vs. Controlled Discrete-Choice Experiments: Choosing the Right Research MethodTwo things get lumped together as "AI market research" that measure completely different things: an open-ended conversation with a chatbot persona, and a controlled…
Methods and validation
Why a Flat Choice Model Gets Cannibalization WrongA consumer-goods pricing or revenue-growth leader planning a new product launch needs to know one thing before committing trade spend: will this product mostly take share from…
Use cases
Message Testing for Sensitive Corporate CommunicationsA reorganization memo, an earnings guidance revision, an M&A announcement, or a policy change almost never gets tested before it goes out: testing feels riskier than publishing it…