In 2025, pricing research integrates traditional techniques with cutting-edge technologies like AI and big data analytics to capture the nuanced value customers place on products and services. Sophisticated research methods such as conjoint analysis, Van Westendorp Price Sensitivity Meter, and Gabor-Granger direct pricing are widely used for precise measurement of willingness to pay and optimal pricing points. These approaches gather actionable insights not only from stated customer preferences but also actual purchasing behavior, supported increasingly by experimental methods like A/B pricing tests.

SPG’s pricing research combines quantitative surveys with qualitative techniques, ensuring a comprehensive understanding of customer price sensitivity, feature value, and competitive positioning. This layered approach enables organizations to develop pricing models that resonate deeply with diverse customer segments and justify premium pricing when warranted. Today, research must also factor in rapid market changes and competitor moves, using real-time data feeds to adjust pricing strategies promptly.

With pricing transparency and online competition intensifying, informed research helps prevent margin erosion while supporting innovation in pricing structures. Companies leveraging robust research consistently outperform peers by aligning price to true customer value and behavior—resulting in higher sales, better customer satisfaction, and improved profitability.