Applying Minimax Thinking to Uncertain Pricing Decisions

Ken Donaven September 29, 2026

Many pricing decisions assume markets behave uniformly. In reality, customer responses frequently vary based on switching costs, competitive alternatives, technical requirements, contractual structures, and the ability to pass costs through. A customer with multiple qualified alternatives may react very differently than a customer operating within a highly specialized application.

The debate begins almost immediately.

WATCH: “Pricing to Win: Position with Precision, Compete with Confidence”

Ken Donaven August 21, 2026

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.

WEBINAR: “Pricing to Win,” a Live Learning Workshop

The Martec Group July 27, 2026

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.

From Signals to Strategy: A Case Study in Extracting Deep Insights from Difficult-to-Reach Audiences

Keith Miller June 4, 2026

As outlined in their recently released Voice of Experience Innovators: Mobility 2026 report, the automotive industry is undergoing a fundamental shift, where “software now defines competitive advantage” and brands that align data, architecture, and experience will control long-term value.

Understanding how leaders are responding to that shift—across regions, business models, and organizational roles—was the core objective.

WATCH: “Knowing Where to Play (And What it Takes to Win)”

The Martec Group May 14, 2026

Watch the replay of our important learning workshop, “Knowing Where to Play (And What it Takes to Win)” and download the presentation with our 96-page playbook available to anyone who registers for the replay.

WEBINAR: “Knowing Where to Play (And What it Takes to Win),” a Live Market Sizing Learning Workshop

The Martec Group April 15, 2026

Join us for a live learning session, “Knowing Where to Play (And What it Takes to Win),” on Thursday, May 14th at 11 a.m. EDT. Register to attend here and download a preview of the session’s study guide, a 96-page playbook available to anyone who registers to attend.

Emotion Intelligence

Product Intelligence

Pricing Intelligence

Customer Intelligence

Market Intelligence

Category: Quantitative Research

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