B2B Market Research Insights

Understanding Customer Price Sensitivity to Validate or Inform Pricing Strategy

Ken Donaven September 15, 2025

Price Sensitivity research explores how customer demand or willingness to purchase shifts in response to changes in price. For most organizations, understanding price sensitivity is less about formulas and more about generating practical, data-driven insights. These insights help determine acceptable price ranges, evaluate the impact of proposed changes, and guide feature-specific or competitive pricing strategies.

The Art and Science of Identifying and Engaging Difficult-to-Reach Audiences

Chuck Bean August 18, 2025

A “difficult-to-reach” audience is one that, by virtue of its specificity, authority level, scarcity, or privacy, is not easily found nor convinced to participate in research studies. At Martec, we’ve built a reputation over decades for reaching precisely these types of respondents — not because it’s easy, but because it’s necessary.

Pricing Research

The Martec Group July 11, 2025

Pricing research enables you to determine the optimal price point to maximize profit, revenue, or market share.

Case Study: Driving Strategic Growth Through Voice-of-Customer Insights

Ken Donaven and Chelsea May April 23, 2025

By leveraging a robust Voice of Customer research approach, the manufacturer aimed to optimize its distribution strategies and better align its offerings with the needs and preferences of its end-user customers—driving a+10% growth gap between its distributors and the overall market.

Apostle Analysis: How to Identify and Augment Your Brand’s Most Loyal Fans

Ken Donaven March 31, 2025

Apostle Analysis is a model that categorizes customers based on their likelihood to repurchase and their overall satisfaction with a brand. By using a structured framework, businesses can pinpoint their most valuable customers and identify at-risk segments.

Brand Research 101: Following the Funnel

Ken Donaven February 18, 2025

While the idea of a brand funnel is straightforward, proper deployment is crucial for ongoing brand tracking, development, and action.

Cookie	Duration	Description
cookielawinfo-checbox-analytics	11 months	This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Analytics".
cookielawinfo-checbox-functional	11 months	The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional".
cookielawinfo-checbox-others	11 months	This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other.
cookielawinfo-checkbox-necessary	11 months	This cookie is set by GDPR Cookie Consent plugin. The cookies is used to store the user consent for the cookies in the category "Necessary".
cookielawinfo-checkbox-performance	11 months	This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Performance".
viewed_cookie_policy	11 months	The cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. It does not store any personal data.

Category: B2B

Subscribe To Our Newsletter

Get The Latest Insights