Pre­fe­rence me­a­su­re­ment / Dis­crete choice ex­pe­ri­ment

In order to launch new products successfully, you need to know the preferences of your customers. The preferences of the population are also important when formulating accepted regulations. We measure how much people are willing to pay for your innovations, assess the benefit for cost-benefit analyses and determine the risk suitability or price sensitivity of your customers (risk profiling).

In­no­va­ti­ve me­thods

We do not ask customers directly about their preferences and willingness to pay, but conduct experiments to derive these factors indirectly from market decision. The discrete choice experiments and choice-based conjoint analyses are examples of such innovative methods. These market experiments are scientifically substantiated, psychologically convincing and extremely relevant to real life. The fundamental issue of so-called free opinions, which remains a serious problem in many conventional surveys today, is ruled out.

Wil­ling­ness to pay for new pro­ducts

With our innovative methods, we can get customers to assess new product and service variants prior to launch. This provides companies with valuable information about the key individual product features. Customer requirements can even be measured in monetary units. We determine the willingness to pay for individual product features, whole products as well as the price elasticity of demand. This knowledge makes it possible to create an optimal product design. You receive substantiated decision-making tools for product offers, optimal pooling and reasonable prices.

Cost-be­ne­fit ana­ly­ses

The customer requirements analysis is also relevant in terms of regulatory topics, such as for the licensing of pharmaceuticals, where cost-benefit analyses are becoming increasingly important. When comparing different therapy options, for instance, the relation between costs and use for the patient show up. This clarification of costs, use and effectiveness can provide a more factual basis for discussions about pharmaceuticals.

Some of our projects

Determination of price elasticity

Discrete choice experiment, postal products, competition procedure

Determining own- and cross-price elasticity of postal products on behalf of a provider of postal services. For use as part of an investigation by the competition authorities.

Customer preferences, telecommunications

Quality indicator, telecommunications service, country comparison

Measuring and comparing the preferences for quality of telecommunications services of Swiss and German customers. The two groups have similar preferences for landlines, but the Swiss are willing to pay considerably more for mobile telephony.

Life-prolonging treatments

Cost-benefit analysis, discrete choice experiment, health economics

Research project as part of National Research Program 67 assessing the costs and benefits of life-prolonging measures at end of life. In collaboration with the University of Zurich, supported by the Swiss National Science Foundation.

Additional benefits of the supplementary insurance

Supplementary insurance, willingness to pay, discrete choice experiment

Determining the willingness of potential customers for additional benefits (single room, free choice of physician, etc.) in the hospital.

Preference measurement, online insurance

Willingness to pay, insurance product, discrete choice experiment

Using discrete choice experiments to determine the willingness to pay for online insurance, with the aim of optimising the product range. On behalf of a large insurance company.

Product design for outpatient services

Discrete choice experiment, preferences measurement, product design

Survey about the use of the features of a new offer for the provision of outpatient services in specialised surgeries among potential customers.

Risk profiling

Risk profile, institutional investors, preference measurement

Measuring risk profiles for a large institutional investor. On behalf of an international asset management company.

Social preferences in healthcare

Preference measurement, discrete choice experiment, health economics

Using discrete choice experiments to determine the Swiss population’s social preferences with regard to the organisation of the healthcare sector. Pilot study for a European research project.

Willingness to pay for medication

Discrete choice experiment, preference measurement, pharma, pricing

Determining the preferences and willingness to pay for different features of a new medication among treating physicians and hospital budget managers. On behalf of an international pharmaceutical company.

Willingness to pay for replay TV

Discrete choice experiment, preferences measurement, willingness to pay

Determining Swiss TV consumers’ willingness to pay for replay TV and advertising reels.  

Dr. Harry Telser

Clients

pharmacies - federal agencies - professional associations - cable network operators - health insurance companies - pharmaceutical companies - telecommunications and media companies - telecommunications associations - insurance companies

Publications

End of life He­alth­ca­re Ex­pen­dit­u­re Test­ing Eco­no­mic Ex­pl­ana­ti­ons: Using a Dis­crete Choice Ex­pe­ri­ment

For years, it has been known that healthcare expenditure (HCE) spent during an individual's last year of life accounts for a high share of lifetime HCE (Lubitz and Riley, 1993; Riley and Lubitz, 2010). From the point of view of standard economics, this finding is puzzling because an investment in health is unlikely to have a sufficiently long payback period. However, Becker et al. (2007) and Philipson et al. (2010) have advanced a theory designed to explain high willingness to pay (WTP) for an extension of life close to its end. Their work has several empirically testable implications, which will be extended by using invoking the concept of 'pain of risk bearing' introduced by Eeckhoudt and Schlesinger (2006). This contribution seeks to test these implications using evidence from a Discrete Choice Experiment (DCE) performed in 2014, involving 1,529 Swiss adults. An individual setting where the price attribute is substantial out-of-pocket payment for a novel drug for treatment of terminal cancer is distinguished from a societal one, where it is an increase in contributions to social health insurance. Most of the economic predictions receive empirical support; however, estimated societal WTP may not exceed its individual counterpart, although there is evidence of both altruism and the effect of the public good characteristic of a therapy covered by social health insurance.

Un­be­zahl­bar? Der Wert me­di­zi­ni­scher Be­hand­lun­gen am Le­bens­en­de

Wie viele medizinische Behandlungen vor dem Tod gibt es, die nur geringen Nutzen haben? Welchen Preis dürfen lebensverlängernde Massnahmen haben? Und was denkt die Schweizer Bevölkerung über Kosten und Wert von lebensverlängernden Massnahmen? Diesen schwierigen Fragen muss sich die Gesellschaft stellen. Zusammen mit der Universität Zürich und dem CSS Institut für empirische Gesundheitsökonomie untersuchen wir, ob die medizinischen Ressourcen am Lebensende optimal eingesetzt werden und ob die Gesellschaft eine Obergrenze für Kosten kurz vor dem Tod befürwortet bzw. wie hoch diese sein könnte. Link zur Publikation (NFP 67)

Does end-of-life he­alth­ca­re ex­pen­dit­u­re re­flect in­di­vi­du­al and so­cie­tal pre­fe­ren­ces?

End-of-life costs are a substantial contributor to health care expenditures. Expensive new drugs with high costs per quality-adjusted life year (QALY) are widely discussed, but there is little information about the individual's willingness to pay (WTP) (both patients and members of the society) for such drugs. In this study, we elicit the preferences for end-of-life cancer treatments of the Swiss population. We conducted a discrete-choice experiment via an online survey with 1,527 representatively chosen Swiss individuals. The experiment was divided into two parts: an insurance setting (societal viewpoint) and a treatment setting (individual viewpoint). In the insurance setting, respondents had to choose between health insurance contracts with different coverage of cancer drugs for end-of-life treatments. In the treatment setting, respondents had to choose between different drugs from the perspective of a hypothetical end-stage cancer patient. In the insurance experiment, the individual marginal WTP amounts to 103 CHF of yearly insurance premium per additional month of survival time of cancer patients and 76 CHF to increase the quality of a patients’ life per 10 points (on a scale from 0 to 100). The societal mean WTP for a QALY amounts to 213,465 CHF for adult patients, 255,562 CHF for children and 153,590 CHF for elderly, respectively. In the treatment setting, the marginal WTP amounts to 3,686 CHF for an additional month of survival time and 8,965 CHF to increase the quality of life per 10 points. The mean WTP for a QALY amounts to 95,943 CHF. The WTP values vary considerably with regard to socio-demographic variables and affectedness, showing heterogeneous preferences in the Swiss population. The results show that the WTP for end-of-life treatments in Switzerland are high and lie above the common thresholds used by health technology agencies. WTP for a QALY is higher in the insurance setting, which might be due to solidarity or altruism. We can also see that a QALY is not a QALY. WTP for a QALY for children is about 65 percent higher than for the elderly.