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One of the most difficult and work intensive tasks in market research is the determination of the optimal price structure for a product, including its options. This involves the analysis of indispensable core functions, as well as the definition of desired extras and also extras that are perceived to be gimmicks that customers would not want to pay for.

There are different approaches to solving this problem, depending on the type of product. Either one can employ group discussions that make it possible to include products by competitors in the analysis or you can use conjoint analysis, which is particularly suitable for the detailed quantification of possible product success. These methods help to estimate what the characteristics of a product would have to be in order to obtain maximum market penetration. One can also derive sales forecasts from this, which represents a valuable aid in planning product capacities.