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CVA® quantifies the customers' view of purchase decision criteria relative to competing offers – giving businesses a comprehensive understanding of their value proposition in the market. Unlike standard customer satisfaction surveys, CVA® measures how you compare on every criterion that drives buying decisions, not just how customers feel about you in isolation.
The CVA® Value Map plots relative quality against relative price, with the Fair Value Line showing how customers trade off cost and quality. Positioned below the line, you deliver superior value; above it, inferior. A clear benchmark for pricing power and competitiveness.
The CVA® Attribute Chart compares customer buying criteria by importance and performance. It highlights where improvements will have the biggest impact, where to maintain strengths, and where to cut unnecessary effort. A direct guide to focus resources where customers care most.
A metals producer explored entry into the U.S. low-carbon aluminium market. pims.ai surveyed buyers and evaluated competitor sustainability propositions, shaping a robust, data-driven entry strategy that leveraged clear strengths and avoided costly missteps.
A car manufacturer needed to reposition a mid-range model. pims.ai applied CVA® and PIMS® benchmarking to identify key brand shifts, guiding design and marketing decisions that enabled a credible and profitable move into the premium segment.
A consumer durables company planned entry into a new market. pims.ai quantified the value and quality advantages needed for top-3 market share, enabling fact-based entry decisions and tailored launch strategies across global markets including USA, China, and Europe.
