USP PRICING STUDIES 

Nowadays, the construction, installation and home-improvement markets face quite some challenges.  

Labour shortages, an increase in raw material and distribution costs, customers searching for the best deals, values shifting towards more sustainable construction, or growing competition. All of that can really leave a mark on the profitability of a business model. 

In such an environment, more and more manufacturers and distributors of construction, installation and home-improvement products face at least some of the following questions: 

• How to maximise revenue and ROI to preserve business sustainability?   
• What volume of sales could be expected?  
• Which pricing strategy would ensure the growth without damaging the brand image? 
• How much are architects, installers, painters, building contractors and end consumers willing to pay for our products or services?  

• And if you change the price level in any way, which reactions from the market could you expect? 

After almost 30 years of experience in our core focus industries, USP Marketing Consultancy understands those challenges quite well.  

We will help you select the optimal PRICING STUDY that would ensure you actionable market insight, regardless if you need to: 

• test the interest to buy a product or a service at a given price (simple price rating method), 
• detect the optimal price of a (new) product or service (Van Westendorp’s model). 
• investigate the price elasticity of your product or service (Gabor-Granger or Van Westendorp’s model), 
• investigate different market simulations (conjoint analysis or Gabor-Granger model), or 
• test if you should optimise the product, the price or find a new target group to maximise your market share, revenue and profit (conjoint analysis).  

USP Marketing Consultancy white paper on pricing studies and their business applications

Our approach 

Pricing studies are conducted as quantitative surveys among the relevant target audiences and with solid sample sizes. This approach ensures sufficient statistical data to perform different levels of analytics and to derive actionable pricing strategy guidelines.  

Based on our experience, the following research steps are required for optimal business insights: 

Why partner with USP Marketing Consultancy for your pricing studies? 

Having conducted numerous B2B and B2C pricing studies in our core focus industries, USP Marketing Consultancy knows how to target professionals like architects, installers, painters, building contractors and end consumers around the world. 

Our projects have helped both those who serve as frontrunners in updating and optimising their pricing strategies, those who changed their price positioning and those who struggled with profit margins.