PRACTICE 3
Product & Pricing Intelligence
What to build, how to price it, and how to de-risk launches before capital is committed.
What we answer
Every engagement starts with a business question. The questions below are the most frequent shapes Cadorial sees in this practice. The answer always connects back to a decision.
Which of our three concepts has the highest probability of breaking through in market?
What price will the consumer accept, and where does she drop out?
Should this product launch at ₹399 or ₹449, and what does each price imply for repeat purchase?
Which package design holds shelf attention, communicates the category benefit, and signals premium without becoming generic?
We have 14 features on the roadmap. Which six matter to the user — and which three would she pay extra for?
Where are the white spaces in our category that no current product serves?
How we work
Practice 3 produces some of the highest-stakes commercial decisions Cadorial supports. We sequence: qualitative concept exploration to establish what consumers care about; quantitative concept testing with sample n=400–1,200 against breakthrough, distinctiveness, fit, purchase intent, and price acceptance; and pricing studies calibrated to the question — Van Westendorp for price-sensitivity meters, Gabor-Granger for direct demand curves, conjoint or discrete-choice modelling when feature × price trade-offs need simultaneous measurement.
Packaging testing uses paired shelf simulation against a competitive set, with shelf impact composite measured against category norms. Feature prioritisation runs MaxDiff with 12–20 features and sample n=400+; output is a willingness-to-pay-weighted ranked list.
Innovation and white-space research combines category audit, jobs-to-be-done analysis, and adjacency mapping.
Every Practice 3 engagement closes with a launch decision recommendation — Launch / Refine / Do Not Launch — anchored to the Cadorial Product Decision Compass.
Named framework callout: The Cadorial Product Decision Compass – Cadorial’s signature launch-decision framework for Practice 3.
The Cadorial Product Decision Compass
Cadorial’s launch-decision framework for evaluating concept strength, pricing acceptance, feature prioritisation, and market readiness across new-product and innovation initiatives.
Services within this practice
Concept Evaluation & Testing
Pre-launch testing of product, service, or proposition concepts against breakthrough, fit, distinctiveness, and purchase-intent metrics. Includes acceptor-rejector diagnostics for each concept and a launch recommendation per concept (GO / REVISE / NO-GO) supported by evidence.
Product Testing
Blind, branded, or paired product testing — in-home (HUT) or central-location (CLT) — against current product, competitive set, or category norms. Used pre-launch for formula optimisation, post-launch for diagnostic, and against competitor benchmarks for parity assessment.
Pricing Research
Van Westendorp price-sensitivity meter for acceptable range, Gabor-Granger demand curves for direct elasticity, and conjoint / discrete-choice modelling when feature-price trade-offs must be measured simultaneously. Output is a defensible pricing recommendation with downside/upside scenarios.
Packaging Testing
Shelf-impact testing in simulated retail environments and paired competitive comparison. Tests for breakthrough at distance (1-second exposure), comprehension of category and benefit, equity retention for redesigns, and semiotic decoding of pack elements.
Feature Prioritisation
MaxDiff studies with willingness-to-pay weighting; identifies the must-have, should-have, and nice-to-have features in a development roadmap. Sample n=400+. Output ranks features by importance and by incremental WTP, allowing product teams to sequence the roadmap rationally.
Innovation & White Space Research
Category audit, jobs-to-be-done mapping, and adjacency analysis. Identifies under-served need-states (high importance, low satisfaction), maps the competitive innovation pipeline, and surfaces credible white-space opportunities with opportunity sizing. Used at the front-end of innovation strategy.
Recent thinking
Methodology · 11 min read
Why Van Westendorp underestimates price elasticity in Indian premium categories
Practitioner POV · 8 min read
Three packaging mistakes Indian D2C brands keep making
Methodology · 10 min read
MaxDiff vs forced-choice: which feature-prioritisation method is right for your category
Discuss this practice with Cadorial.
Tell us about the question you are wrestling with. A senior member of the Cadorial team will review your brief and respond personally, typically within one business day.
Send a brief
Direct conversation
For time-sensitive discussions, clients often prefer to continue the conversation on WhatsApp after the initial brief.
Email the team directly.
saif@cadorial.com
For detailed briefs, proposal discussions, and research documentation.
A senior member of the Cadorial team will respond within one business day.