Pricing Research

Why invest in pricing research?

In a fast-moving market, getting your pricing wrong can be costly. Pricing too high can kill demand. Pricing too low can undermine your brand. And changing prices without insight can lead to churn or missed opportunities.

RAIT’s pricing research helps you:

• Understand how your pricing compares in the market
• Reveal what customers value – and what they’re truly willing to pay
  
• Predict reactions to price changes or product updates
  
• Reduce risk by simulating real-world decision-making
  

With the right insights, pricing becomes a growth lever – not just a margin adjustment.

A 360° perspective on pricing

Our framework for pricing research is built around three essential perspectives:

• The market – What are competitors doing? Where are the pricing gaps and thresholds? How does your brand equity influence perceived value?
  
• The business – What are your pricing goals – growth, margin, repositioning? What’s the cost structure and revenue model behind each offer?
  
• The customer – What drives purchase decisions? How do consumers react to price changes, bundles, or features?
  

By combining these perspectives, we deliver pricing strategies that are realistic, differentiated, and customer-centric.

Methods we use in pricing research

We use a range of qualitative and quantitative methods to give you a complete picture of your pricing potential.

Conjoint analysis
A powerful, scenario-based method that simulates real purchase decisions. We test how changes in price, features, and packaging affect consumer preferences, allowing you to:

• Measure willingness to pay
  
• Predict market share impact
  
• Optimise bundles or subscription models
  

Delivered with an intuitive simulator, conjoint results let you test “what if” scenarios and fine-tune your pricing across different customer segments.

Van Westendorp Price Sensitivity Meter (PSM)
Need quick insight into perceived price levels? Van Westendorp is a simple but effective method to determine acceptable price ranges by asking customers four key questions. This allows you to identify:

• The point where price becomes too cheap or too expensive
  
• The optimal psychological price zone
  
• The width of the acceptable pricing range in your target group
  

Perfect for new product concepts, early-stage development, or price-sensitive categories.

A/B testing and messaging experiments
We test pricing and communication variations to see how small changes in wording or format affect customer acceptance and conversion.

Usage & Attitude (U&A) studies
These studies help us understand how customers think about pricing in your category – including the role of price in decision-making, key barriers, and value drivers.

We support your most critical pricing decisions

Pricing research can be applied to a wide range of business challenges. The most common include:

1. Price increases and discount strategy
   Plan, communicate, and implement price changes that protect margin without alienating customers.
2. New product pricing
   Define the right price from the start – aligned with product role, competitive context, and target segment expectations.
3. Subscription and portfolio optimisation
   Refine your pricing structure, reduce friction, and improve the perceived value across multiple offerings.
4. Value-based pricing and willingness to pay
   Understand what your customers value most – and price accordingly. This ensures higher acceptance and stronger differentiation.

Want to know more about pricing research and pricing strategy?

RAIT helps companies turn pricing into a competitive strength. With the right insight, you can move beyond guesswork and implement pricing strategies that are fair, effective, and future-proof.