Pricing is the biggest profit driver. Having the right price strategy is critical to the long-term success of your product and should be evaluated frequently. For our pricing studies, we combine conjoint analysis with the Van Westendorp methodology.


  • In 1976, Dutch economist Peter van Westendorp invented the “Price Sensitivity Meter.”
  • It is based on responses to four questions on the price points at which a product is considered too expensive to buy, too inexpensive to buy (quality is questioned), too pricey (but still within reach), and excellent value for money (an appealing price point).
  • The intersections of the curves are examined to determine the best price range, i.e. the boundaries of permissible pricing, as well as the best price point.
  • Point of marginal cheapness (PMC): £38
  • Optimal price point (OPP): £46
  • Indifference price point (IPP): £46
  • Point of marginal cheapness (PMC): £58
Case study

Market Entry

Een van onze klanten is een vooraanstaand merk van bouwmaterialen in de Verenigde Staten. Aangezien de Amerikaanse markt verzadigd en groei daar moeilijk te behalen is, wilde onze klant de Europese markt penetreren met het Amerikaanse assortiment. Omdat Europa nu eenmaal veel verschilt van de Verenigde Staten wat betreft concurrentie, groeiratio’s, marketing en sales, had onze klant een marktoverzicht nodig om te kunnen starten.

Case study

Customer Journey Mapping

Onze klant, een multinationale fabrikant van elektra, heeft een sterke positie in de professionele (B2B) markt, maar niet in de consumentenmarkt (B2C).

Case study

Brand positioning

Successfully positioning a brand requires consumer insight. Brands are owned in the minds of consumers, so unless you know how consumers perceive your brand and those of your competitors, you will not know which brand position (or unique value proposition/ unique selling proposition) is going to be most advantageous for your brand

Latest news around Pricing

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For more information about our expertise and research on pricing please contact the responsible partner below.
We look forward to help you.

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Pricing is and always has been the biggest profit driver. We help you setting the right prices for your product


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