Pricing Research

Also known as: Price Research, Price Sensitivity Study, Pricing Study

Research to determine the optimal price of a product using techniques like Van Westendorp, Gabor-Granger, and Conjoint Analysis.

Pricing Research uses quantitative methodologies to determine the optimal price for a product or service: the point that maximizes revenue, penetration, or perceived value according to the company's strategic objective.

Main methodologies: Van Westendorp PSM (defines acceptable price ranges), Gabor-Granger (measures demand at different prices), and Conjoint Analysis with prices among attributes (the most sophisticated, simulates real purchase decisions).

Atlantia powers Pricing Research with AI models that simulate market scenarios, analyze price sensitivity by segment, and generate pricing strategy recommendations with results in days.