Most organizations understand that investing what it takes to “Know thy customer” (or, many would add, “thy competition”) is critical to winning strategy. This is especially true in pricing, where “perceived customer value” and “next-best alternatives” drive willingness to pay. Yet we find too many organizations ultimately price in a bubble, with little to no validation of hypotheses or “gut feelings” they may have about customer perception. Year after year, budget constraints, compressed timelines, or internal staff “too busy for this now” get in the way. Pricing Research & Customer Insights shift the odds in your Pricing decisions firmly in your favor and show your customers their voice matters in your strategy at the same time.

Pricing Research & Customer Insights, a toolset of pricing, VOC, and marketing methods that have become gold standards in pricing, product and strategy excellence. Whether it’s purchase behavior, competitive benchmarking, or an in-depth conjoint analysis for a richly featured offering, EBITDA Catalyst can offer the tools to bring rich learning about customers and competition to your organization.