Case Study: a multinational e-commerce company improves pricing strategy with C5i conjoint analysis

Understanding Consumer Reactions to Price Changes Using Conjoint Study

The customer, a multinational e-commerce company, sought to understand how price changes and product features influenced consumer purchasing behavior across its vast catalog. To gain these insights, they partnered with the vendor, C5i, to conduct a large-scale conjoint analysis study.

C5i implemented its solution by designing and executing an online conjoint survey with 20,000 respondents in the UK, who evaluated nearly 100,000 products. The study employed two different conjoint designs to test how price presentation affected choices, alongside factors like shipping speed and return policies. The analysis provided the client with clear insights into consumer preferences, enabling them to make informed, data-driven decisions on their pricing strategy to better compete across various product categories.