pricing research

Difficult to research, even harder to get right in the real world!

That's why you need a market research agency that can employ creative thinking, a flexible online environment and advanced statistical approaches to tailor the right piece of pricing research for you.

Whether it's as 'simple' as how much should I charge for my new product, or what will the impact of running promotion 'X' be, right through to a full market pricing model, MMR Research can design something that suits - it's a false economy not to!

Check out the case studies for examples

A model pricing study (1 of 4)

A well known toothpaste brand needed to understand the potential impact of price changes, both for their brands and for the other key players in the market. An online Adaptive Brand Price Trade Off study was used to include SKUs that cover 85% of

market volume, testing each at various price points above and below RRP. A two cell approach was used to contrast the results of shoppers from two rival supermarkets. The data was used with

retailers to support price change over the following year. Scenarios were also modelled to understand the threat of competitor pricing activity in the market and how these could best be countered.

Unwrapping the perfect promotion (2 of 4)

In order to identify the optimal route, MMR conducted concept screening research into potential on-pack promotions for a number of brands from a leading snack manufacturer.

28 promotional concepts were subjected to an online monadic study to identify the impact each promotion would have on brand appeal, perceptions and purchase intent, ascertain the drivers behind these measures using Hotspots and Sticky Notes and to gauge public reaction to each of the aspects outlined in the promotions.

The results clearly identified which promotions were suitable to take forward for further development, as well as providing insights into public expectations of snack promotions and how to maximise the potential of future promotional concepts.

Priced to please (3 of 4)

To investigate the price elasticity of a snack product, an online survey was conducted, which incorporated the use of an adaptive Brand Price Trade Off exercise. During these exercises respondents are presented with a salient competitive set and asked to

select which they'd buy at a number of different price points, which provides valuable information with regards to switching points for different brands. This exercise, combined with direct priced purchase interest questions enabled a full

understanding of the risks associated with a price point deemed to be too high in a very price sensitive category. This information was used by our client to inform optimal pack sizes and price points across a range of brands.

Promotion potential (4 of 4)

We worked with a global food and drink manufacturer to develop a programme of promotion screening research to guide their rolling strategy for promotions across a number of brands. Adopting a standardised approach to promotion testing (capturing full diagnostic insight into

the mechanics of each promotion at a quantitative level, accompanied by valuable qualitative understanding) enabled us to database performance (including vs. successfully run historical benchmarks). Not only does this mean we

can provide clear feedback in terms of which promotions offer potential for launch at each round of testing, but it has also enabled us to provide detailed key learnings in terms of what works / does not work to guide future promotion development.