You work for a performing arts center that is a venue for concerts, plays, dance performances, and other events. The owners are considering the possibility of creating annual season passes in addition to the single performance tickets currently offered. How could you best find out your target segments’ preferences and willingness to pay for these annual tickets?

 
 
 
 
 
 

Conjoint analyses help sellers understand the trade-offs consumers are willing to make in order to purchase products at a certain price.