Pricing Research: Quantitative Approaches

Product managers use analytical approaches when developing or managing pricing for an offering. Qualitative research may take the form of face-to-face interviews or focus groups, which facilitate a deeper discussion of value and provide insights into attitudes and opinions. But its less structured nature makes this approach difficult to execute at scale. Quantitative methods are more focused and structured and thus scalable. As they generate data that can be transformed into usable statistics, they tend to be more accurate and predictive. This report provides an overview of quantitative techniques for understanding buyer value perceptions and price sensitivity.