Quantitative Research
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Definition:
Gabor-Granger is a quantitative pricing method used to estimate price elasticity and identify the revenue-maximising price point for a product or service. Participants are shown a sequence of prices, typically in ascending or descending order, and asked whether they would buy at each level. The resulting data plots a demand curve that reveals how purchase intent erodes as price rises. Widely used in concept testing, new product development, and pricing strategy, Gabor-Granger gives insights teams a structured, repeatable framework for pricing decisions grounded in stated consumer behaviour rather than assumption or competitive benchmarking alone.
How Conveo Does It
Conveo pairs Gabor-Granger price testing with AI-moderated video interviews, so teams capture both the willingness-to-pay curve and the reasoning behind each price response from real participants, not synthetic respondents. Studies launch in under 30 minutes and return decision-ready findings in days across enterprise-scale samples spanning 50-plus markets and languages. When a participant hesitates at a price point, Conveo's AI moderator probes in the moment, surfacing the context that a survey alone would miss.
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