Reference table
Ways to research a packaging change, compared
A comparison of four ways a pricing team can research a packaging change before it ships: AI-moderated interviews in Koji, a MaxDiff survey, a conjoint study and calls by the team itself. It compares them on hearing the reasons, reach, consistency, finding the price people still accept, analysis effort and what each is best for. Use it to pick the method, or to combine a MaxDiff ranking with interviews that explain it.
Where this appears
What's in this reference table
| Koji AI interviews | Survey with MaxDiff | Conjoint study | Calls by your team | |
|---|---|---|---|---|
| Hears why | Yes, a follow-up on every answer | No, ranks only | No, models trade-offs | Yes, when there is time |
| Reach | Many people at once, voice or text | Many people | Many people | One call at a time |
| Same core questions for all | Yes, plus follow-ups | Yes | Yes | Varies by caller |
| Price people still accept | Built-in price test with reasons | Needs extra questions | Yes, modelled | Hard to ask the same way twice |
| Analysis effort | Themes and quotes drafted for you | Charts, no reasons | Needs a specialist | Notes to code by hand |
| Best for | Why and how much, per group | Ranking many features | Precise trade-off models | Your largest accounts |
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<a href="https://www.koji.so/visuals/packaging-change-research-methods-compared"><img src="https://www.koji.so/visuals/packaging-change-research-methods-compared/packaging-change-research-methods-compared.png" alt="Comparison table of four ways to research a packaging change: AI interviews, a MaxDiff survey, a conjoint study and calls by your own team." width="1200" height="897" /></a>
<p>Source: <a href="https://www.koji.so/visuals/packaging-change-research-methods-compared">Ways to research a packaging change, compared</a>, Koji</p>
