Options Pricing Simulator

The Options Pricing Simulator allows you to see how important certain feature levels of your product are viewed, in comparison with each other.


  • View relative feature importance.
  • Remove features that you don’t want compared, to see how the others are viewed without that feature.
  • Have different levels of a feature, to see how adjusting things like price of the feature affect its importance.
  • See how features compare with different audiences (subgroups).


The example given is data simulating how important people view different offers when going to the cinema. Being entered into the prize draw is the most important feature, with the popcorn and drink deal and the online purchasing of tickets tying for second most important feature. You can change options such as the popcorn and drink deal from £3 to £5 to see how that changes the importance of that option.


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