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

Ken Donaven

Partner

In Case You Missed: "Knowing Where to Play (And What it Takes to Win)"​

If you missed our live learning session, “Knowing Where to Play (And What it Takes to Win),” here are the takeaways and resources for you to refer to when considering your next Market Size research study:

📺 Full webinar replay
📊 Presentation slides
📘 96-page eBook: “Understanding Markets in Motion: A Playbook for Growth”

Download Everything Here

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Learn more and contact the presenter: Ken Donaven, Partner, The Martec Group.

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Leading #MRX Posts
Automotive + Transportation

In a Tariff Environment, Finding and Protecting Margin Isn’t Optional

At first glance, pricing in a tariff environment appears straightforward. Input costs rise by 20%, prices rise by 20%, and margins are preserved. The logic is simple and often serves as the foundation for internal pricing discussions. The problem is that customers do not make purchasing decisions based on your cost structure. They make purchasing decisions based on the value they receive and the alternatives available to them.

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Ken Donaven September 16, 2026
market research to inform pricing strategies
Methodologies

Your Customers Don’t Know What They Would Pay. But That Does Not Mean You Should Stop Asking.

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.

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Ken Donaven September 8, 2026
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