Our approach to pricing

It’s important to understand how demand in a product or service changes as its price changes.

But it’s not always that simple; choice can be as much about brand differentiation, feature trade-offs and the ease of moving between products as it is about price.

We use a variety of pricing techniques to understand demand – depending on product, category and business need – but always within the context of behavioural biases, to give a holistic view on its impact on choice.

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