As part of a major service offer renovation, a client that operates an e-commerce platform for B2B buyers and sellers sought an experienced B2B research partner to test new features and service packages with existing and potential new customers. Given the importance of price in this market, it was crucial for our client to gain precise, actionable insight into their customers’ willingness to purchase.

Working with the client, GLG’s methodology experts developed a tailored research program, including a conjoint survey that dynamically adapted prices to each customer’s trading volume. Data analysis covered a discrete choice model and a latent class segmentation of customers. Both techniques were integrated into one process, resulting in segments with clearly differentiated feature preferences and willingness to pay.

GLG delivered a decision support tool that allowed the client team to simulate current and hypothetical new service and price scenarios. Users of the tool could design new products, change prices, and simulate product preference among customer groups.