Pricing of products and services is one of the most difficult issues marketers face – too high and consumers might go for cheaper options, too low and you can be perceived as cheap and nasty. We are highly experienced in researching consumer sensitivities to pricing and determining the optimum price points and strategies using the most appropriate pricing research techniques, from Gabor-Granger and Van Westendorp to more bespoke trade off techniques and Conjoint approaches. Throughout, our focus is on the implications of different pricing strategies by modelling the financial return for company boards.