Capability
Pricing Research
Price is often the fastest lever on profit and the least researched. We help companies understand what customers value, what they will pay, and how to structure packages and price changes without damaging win rates or loyalty.
Last reviewed by the Hoog research team
What is pricing research?
Pricing research uses qualitative and quantitative methods to understand how customers perceive value and how they respond to price — estimating willingness to pay, testing packages and price points, and comparing positioning against alternatives — so pricing decisions are based on evidence rather than cost-plus or competitor-copying.
The business problem
Problems it solves
- Prices were set by copying competitors or adding a margin to cost
- Sales teams discount heavily and inconsistently
- A pricing model change (e.g. to usage-based) feels risky
- Input costs are rising and margins are under pressure
Questions we answer
What you will know
- What are customers willing to pay, by segment?
- Which value metric (per user, per usage, per outcome, per pack) feels fair to buyers?
- Which features belong in which tier or pack?
- How will customers react to a price increase or a new model?
When to use it
When to commission pricing research
- Launching a new product or entering a new market
- Moving to a new pricing model or packaging structure
- Planning a price increase
- Facing persistent price objections or heavy discounting
Our approach
How we deliver pricing research
- 01
Value drivers
Interviews uncover what customers value, how they compare options and which value metric they accept.
- 02
Price sensitivity
Survey-based techniques estimate acceptable price ranges and demand at different price points.
- 03
Package design
Conjoint or MaxDiff tests feature bundles, tiers and add-ons.
- 04
Recommendation
Price points, structure and a change plan, with risks and monitoring metrics.
Methods
Typical deliverables
- — Willingness-to-pay estimates by segment
- — Recommended value metric and price ranges
- — Tier / pack architecture
- — Price-change risk assessment and rollout plan
Decisions it supports
What the evidence is for
- What price points and ranges to set
- How to structure tiers, packs and add-ons
- Whether and how to change the pricing model
- How to implement a price increase with least risk
The Hoog approach
What’s different about how we do it
Value before price
Qualitative value-driver interviews come first, so quantitative tests measure the right things.
Method matched to the decision
Van Westendorp, Gabor-Granger, conjoint or MaxDiff are chosen for the question, not by habit.
Commercially grounded
Results are checked against competitor prices, sales realities and channel margins before recommendations are made.
AI-accelerated. Human-validated. Decision-focused.
Applied by industry
How pricing research is used across sectors
Specific engagements where this capability answers a sector question.
- Technology & SaaSPricing, packaging & willingness to payHow to price and package to grow revenue without harming win rates or retention.
- Industrial & ManufacturingPricing & value-based sellingHow to price and justify a premium where it is earned.
- Consumer & RetailPricing & price-pack architectureHow to price and pack to protect margin and volume.
- Professional ServicesPricing & fee model researchHow to evolve pricing without losing clients.
Often applied in
FAQ
Frequently asked questions
What is pricing research?
Pricing research measures how customers perceive value and respond to price. It typically combines interviews to understand value drivers with survey methods such as Van Westendorp, Gabor-Granger or conjoint analysis to estimate willingness to pay and test packages, so prices can be set on evidence.
Which pricing research method should I use?
Van Westendorp gives a quick view of acceptable price ranges; Gabor-Granger estimates demand at specific price points; conjoint analysis is best for testing packages and feature trade-offs; MaxDiff ranks the features that drive value. Many studies combine a qualitative stage with one or two of these methods.
Can pricing research be done for B2B products?
Yes. B2B pricing research usually relies more on interviews with buyers and decision-makers and on smaller, carefully recruited survey samples, and pays particular attention to value metrics, procurement processes and discounting practices.
Start a conversation
Have a market, customer or competitive question?
Tell us about the decision you are facing. We will come back with a clear view of how research can help — and what it would take.