Corporate Research Track

Beyond Willingness-To-Pay: Using Binary Choice Experiments to Measure Value

About this presentation

Value is essential in business and leads to better products. To understand value, we need to ask about value post purchase once consumers have experienced it. In this presentation we evaluate a willingness-to-accept (WTA ) approach, i.e., the amount of money that consumers would accept to give up using a specific product or service, on 11 US Fortune 500 brands and we discuss how it was used by LinkedIn.

Rogier Verhulst, LinkedIn | Marco Vriens, Kwantum Analytics | Felix Eggers, Copenhagen Business School | Jason Talwar, Pivot MR