The Best Pricing Research Methods for B2B Organizations

November 15th, 2018 (Updated 03/23/2021)

Dr. Ian Tidswell

Key Takeaways: B2B businesses need to conduct structured pricing research. There are four ways to conduct B2B pricing research: direct price experiments, customer prospective opinions (conscious and unconscious), historical experience and hybrid methods. Choosing the right pricing method for your organization is dependent on three factors: the number of new products, the number of products and the weight of investment in research. Having a robust way to assess customers’ Willingness-to-Pay (WTP) is a key capability for all companies. It’s surprising to me how many B2B companies rely on gut-feel or ad hoc processes to get this done. This may be...

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