Since the mid-1990s bms is specialized in choice modeling and actively develops the application of this methodology in market research practice as well as in scientific publications, training and teaching.

Conjoint Analysis is applied to improve our clients‘ market performance and to enable substantial growth bms is specialised in successful application of Conjoint Analysis to B2B and FMCG marketing.

Since 1996 we design and execute successful conjoint studies mainly for pricing and product design.

Our conjoint studies use only latest methodology and analytical tools. bms partners presented several papers on conjoint analysis at professional conferences in Europe and USA


By simulating consumers‘ price response ideal pricing strategies can be identified according to our clients’ objectives considering optimization of market share, profit contribution or even trade margin.


Different product range scenarios (including line extension and re-launch) allow to determine the best product portfolio solutions. Highest reach in the market as well as cannibalization effects, impact on competitors and profitability can be considered.

Innovation & Product Development

The measurement of „part worth utilities“ for specific product properties (even among different customer segments) offers the opportunity to develop products which exactly fit consumers’ needs and willingness to pay.

Holistic Choice Modelling

Combining state of the art discrete choice modelling with big data and social media

Based on an ongoing methodological development which started in the 1990s with customer satisfaction surveys in the context of total quality management, bms provides an actionable tool box for market positioning through identification of market drivers, improvement needs and differentiation strategies for market growth.

Driver Analysis

Advanced multivariate statistical models such as regression or PLS are applied to identify market drivers and to measure their impact on customers’ loyalty and purchase intent. Possible new drivers can be detected as alternative positioning for growth and differentiation

CDI Analysis

The CDI analysis shows improvement needs as well as competitors‘ weaknesses through measurement and comparison of consumers’ expectations and perceived supplier or brand performance on a non-aggregated level.

Customer Value Analysis

The Customer Value Analysis combines perceived performance, perceived price and price sensitivity in order to position all players in a market. It allows to identify different positioning strategies in order to grow market share.

Fast Track Survey

Concept Test

Market Structure Analysis

Methodology Consulting

Discrete Choice Modules

Development of research solutions for third parties

DCM training


University teaching