BPTO

Brand Price Trade Off is a quantitative technique used in market research to measure the price elasticity of mass consumer goods. BPTO is an experimental study, in which respondents make a series of choices from a set of products in the same category (from competition, for instance). During the research project, the prices of the products are changed dynamically, depending on the respondent's choice - trading off the price against their valuation of the presented brands. Analysis of this experimental project allows for anticipating several scenarios and level of interested at different price levels. BTPO helps in decision making regarding pricing strategies.

See also: Price tests, Tests