Pricing Research

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Price is critical to any product or service, for both launching a new product or repositioning an existing offering.

Pricing research is undertaken to:
  • ensure pricing is in line with market perceptions of value
  • estimate the likely impact on sales if pricing are modified
  • determine the relative value of product features against the price offering
The recommended pricing research technique will depend on the audience, product and data collection methodology. Online research is particularly well positioned for conducting the common pricing techniques - Conjoint Analysis (e.g. Choice Based Conjoint), Gabor Granger or Price Sensitivity Meter (PSM).