In today’s competitive B2B landscape, understanding what customers truly value is critical. When products and services have remained largely unchanged for years, how do you identify which improvements will make the biggest impact? This is where SIMALTO comes in.
What is SIMALTO?
SIMALTO stands for Simultaneous Multi-Attribute Level Trade-Off. It’s a research technique designed to uncover customer priorities by presenting them with a structured set of choices. Respondents are shown a grid of product or service attributes, each with different levels of quality or performance. They indicate:
- Current level they receive
- Desired level they would like
- How they would allocate a limited budget of points to achieve improvements
This approach forces trade-offs, revealing what matters most when resources are limited – a reality in every business.
Why Use SIMALTO in B2B Research?
Unlike many consumer-focused methods, SIMALTO is ideal for B2B markets where sample sizes are small and decisions are complex. Even a handful of interviews can provide actionable insights because the technique captures both importance and value in a single exercise.
Key benefits for B2B organizations include:
- Clarity on priorities: See which attributes drive satisfaction and loyalty.
- Pricing insights: Understand how much customers are willing to “spend” for improvements.
- Strategic decision-making: Identify where to invest for maximum impact.
How SIMALTO Works
The process is simple yet powerful:
- Define attributes and levels – These could include product features, service quality, delivery times, or support options.
- Present the grid – Respondents mark current and desired levels.
- Allocate points – Participants distribute points across improvements, simulating real-world trade-offs.
The result? A clear picture of what customers value most and how they prioritize enhancements.
When to Use SIMALTO
SIMALTO is particularly effective when:
- You operate in a commodity market with little differentiation.
- You need pricing and value insights for complex offerings.
- Your audience is time-poor decision-makers who prefer practical, intuitive tools.
