Pricing Strategy

SMG uses several advanced pricing research methods including Van Westendorp price sensitivity analysis, Conjoint Analysis, and MaxDiff studies. These tools are combined with customer segmentation and buyer persona research to ensure pricing recommendations are grounded in how your specific buyers perceive value.

Van Westendorp is a survey-based price sensitivity meter that asks buyers to identify price thresholds — too cheap, acceptable, expensive, and too expensive — to define an optimal pricing range. It’s particularly useful early in a product’s lifecycle or when entering a new market where you have limited pricing reference points.

Conjoint Analysis determines how customers trade off between different product attributes and price points, revealing which features they value most and how much they’re willing to pay for them. It’s especially useful for products with multiple configurations or when you’re considering adding or removing features at different price tiers.

SMG can conduct competitive pricing research through buyer surveys and market analysis to benchmark your pricing against alternatives in the market. This can reveal whether you’re leaving revenue on the table, whether buyers perceive your price as fair, and where competitors may have a pricing advantage.

Yes. SMG’s pricing research includes customer segmentation analysis that identifies how price sensitivity and willingness to pay vary across different buyer types — such as academic labs versus commercial biotech firms or hospitals versus stand-alone providers — enabling you to develop tiered or segment-specific pricing strategies.