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Contingent valuation
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Contingent valuation
Several approaches can be used in a contingent valuation exercise:
Single price point: Respondents are asked whether they would pay a specific price for the product or service.
Dual price point: A starting price is presented, followed by a second price point, with respondents then able to indicate the maximum they would pay.
Bidding game: Respondents are shown an initial price; if rejected, the price is adjusted up or down incrementally until an acceptable price is identified.
The responses collected can be used to generate a Willingness to Pay curve, showing the distribution of acceptable prices across the sample. Further analysis can reveal variations within sub-groups, helping organisations understand price sensitivity among different customer segments.
Contingent valuation is widely used in market research to inform pricing strategies, product launches, or the valuation of services that do not yet have an established market.
We build small, director-led, teams of sector experts who are with you from brief to debrief. As an employee-owned company, every one of us is invested in delivering quality, value, and long-term impact.
From agile testing to deep-dive strategic studies, we design research to meet your specific objectives. The agility of our in-house operations team and strength of our UK-wide recruiter network enable seamless execution at scale.
Our sector-focused teams have decades of experience understanding audiences and the complexities of the markets in which our clients operate. Working collaboratively we deliver actionable insight which drives positive change.
We build small, director-led, teams of sector experts who are with you from brief to debrief. As an employee-owned company, every one of us is invested in delivering quality, value, and long-term impact.
From agile testing to deep-dive strategic studies, we design research to meet your specific objectives. The agility of our in-house operations team and strength of our UK-wide recruiter network enable seamless execution at scale.
Our sector-focused teams have decades of experience understanding audiences and the complexities of the markets in which our clients operate. Working collaboratively we deliver actionable insight which drives positive change.
Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.
Contact us
Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.
Contact us 
