Abstract:

Pricing research can have a profound impact on a company's business results. However, to do so it needs to be conducted with a detailed understanding of how buyers make purchase decisions, as established by behavioural economics. The learnings from the research further need to be turned into actionable, practical advice. This requires the work of individuals with actual business experience. This paper outlines what researchers must consider when preparing for pricing research projects, and how such a project can deliver the maximum value to its sponsor.