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Market sizing and pricing research are often commissioned separately, by different teams and for different purposes. Yet they rely on the same prices. When the market model assumes one price and the pricing strategy assumes another, both can look sound on their own and still contradict each other in the plan.
Ask a customer what they would pay for your product and they will almost certainly give you an answer. They will often do so confidently. In fact, many will provide a level of precision that suggests they have carefully thought through the issue before. But there is a fundamental challenge with taking that answer at face value: purchasing decisions rarely occur in the clean, controlled environment in which pricing questions are asked.
Watch the webinar and download the presentation and eBook: “Pricing to Win: Position with Precision, Compete with Confidence.” Learn the strategies and methodologies Martec employs to help leadership make confident, data-informed decisions about pricing—including our own proprietary methodology, Benefit Value Analysis.
This live learning session covering specific pricing research methodologies will show you how to replace guesswork with a data-informed framework for knowing what your customers will actually pay and what your brand is genuinely worth.
Learn how an investment in market sizing research ultimately helped this manufacturer increase its sales and market share and drive additional shareholder value to the bottom line.
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.