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 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.

Emotion Intelligence

Product Intelligence

Pricing Intelligence

Customer Intelligence

Market Intelligence

Category: B2B

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