Smarter Pricing: How to capture more value in your market

Serious price research – done by the few

Surprisingly few companies use pricing research effectively. A survey quoted by Kent B. Monroe and Jennifer L. Cox, writing in Marketing Management (September 2001), found that 88 percent of companies did little or no serious pricing research. Only 8 percent of companies could be classified as professionally conducting pricing research to support the development of an effective pricing strategy. This is corroborated by a McKinsey & Company pricing benchmark study that estimated only about 15 percent of companies do serious price research.

See Table 3.1 for a summary of the available tools, techniques and approaches:

Table 3.1. Pricing research and analysis

Intention-based	Direct questioning
	Gabor–Granger ...