Pricing research for the offer as well as the price.
A clear view of what to charge, how to package the offer and what to put in it.
The pricing decisions we help with.
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Something new needs a price.
See how demand and revenue could move across the prices worth considering, before anything goes on sale.
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You’re moving to a subscription or a service.
The price, the tiers and the terms are tested together, because buyers weigh them as one offer.
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Your product asks for a premium.
Understand what supports a premium, and estimate how demand changes at different prices.
Three pricing questions, answered.
What is willingness to pay research?
Research that estimates how customers would respond to different prices and offers, under the conditions a survey or test sets up. It can’t say what every customer will actually pay.
Should we test prices in market, or ask people?
Test in market when you can, because real money shows what people do. Ask before launch, for prices you wouldn’t risk live or buyers you can’t split into groups.
When does pricing need a choice model?
When the decision involves tiers, features or a competitor’s offer, since people weigh the price against everything else in it.
Our thinking on pricing and willingness to pay
Pricing something new, or reviewing a price?
Send us the offer as it stands and the choice your team has to make. We’ll suggest which parts of it to model, from the tiers to the terms, and what each scenario would assume.
A partner or director will reply.