depicts how the consumer will react to changes in price delivering price thresholds and price elasticities
simulates all planned price changes, e.g. beyond the price ranges found in scanner panels
uses the latest technology of CAPI 2nd generation
validates results with a proven technique
delivers all results in a user-friendly simulation program

Competitive Advantages

As opposed to traditional price testing, GfK PriceChallenger gives you a realistic insight into consumer's reaction to price changes:

it covers the relevant market, e.g. both the own as well as competitor brands
it changes prices randomly, i.e. it does not force exaggerated price elasticities
it validates results with a proven technique, bringing out realistic price-demand-curves

Place in the marketing circle / Relation to other tools

This tools works best if used to optimize prices of an existing brand portfolio. It can be recommended for some areas of testing new things, e.g. new pack sizes or taste variants.

International

GfK PriceChallenger can be used within the GfK worldwide network.