Willingness of adults in Europe to pay for a new vaccine: the application of discrete choice-based conjoint analysis

This paper summarises the results of an investigation of willingness to pay (WTP) for new vaccines. The vaccines considered are for infections with several subtypes.
  

Willingness of adults in Europe to pay for a new vaccine

The application of discrete choicebased conjoint analysis

Claudine SapdeAventis Pasteur

and

Isabelle GirodMapi Values

Objectives

The objective of the study was to explore in two key European countries (described as country A and country B) the perceived value of alternative vaccines and how this translates into willingness to pay among the deciders and payers. This paper gives the results among parents in the context of a private market (potential recipients or parents paying out of their own pocket).

The study included broader aims...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands