PriceSpan <pricing studies>
Price sensitivity studies help you decide on the optimum price range for an existing brand or a new product. How much can you cut your price so that your consumer would not start questioning the quality of the product? Or how much can you increase your price so that the consumer would not start considering your product too expensive and switch to competitive products?
Price sensitivity options in Mercury Research range from identifying optimum price range in non-competitive context, in Van Westendorp methodologies, to complex conjoint studies, where simulations of own price range in competitive context is possible.