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Can Six Pricing Questions Replace a Conjoint? Comparing Van Westendorp + NMS with CBC Across 15,000+ Consumers and 13 Countries

May 6, 2027
•
2:00 pm
Conference

Can six simple pricing questions replicate a robust conjoint study? Inspired by Bryan Orme's discussions of Van Westendorp and conjoint, we tested the question with 15,000+ consumers across 13 countries. Comparing CBC with Van Westendorp plus Newton-Miller-Smith reveals differences in demand-curve shape, implied price elasticity, and revenue-maximizing prices. We show why calibrating purchase likelihood at one price cannot correct differences in price sensitivity—and when those differences are large enough to change the recommended price.

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