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Pricing Research Studies

Determining the appropriate selling price for a product or service is one of the toughest management decisions. Consequently, it is one of the toughest management-research topics to tackle. Applied conducts several types of pricing research. What we call “traditional” pricing research that involves direct questioning; price sensitivity analysis; and a very versatile technique (conjoint and discrete choice modeling) based on actual consumer choices that reveals the most appropriate price given a set of product features.

Using its AppliedChoice ™ technique, Applied has helped determine the “best” pricing level for clients in industries ranging from automotive products to theatre productions.

Using a technique designed to assess consumer perceptions of the price levels at which a product is unaffordable, too cheap to trust and a “good value,” Applied helped a client set price points for an engine-oil substitute.