Mobile research has come a long way but there remains a question about whether conjoint or discrete choice exercises can render effectively on a smaller screen to capture insights in pricing research. Traditionally, desktop-only audiences have been used in choice research due to platform and screen size limitation. But what’s the impact on pricing outputs and decisions for brands?
A team of industry veterans involved in the GRBN’s Participant Engagement Initiative have partnered with a b2b software company, Mindbody, to explore the topic. Highlights will focus on the impact of excluding mobile respondents and whether it results in more conservative pricing recommendations. References to design and insight concessions (if any) and the participant experience will be shared along with findings from research.