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Market forecasting resources

Discussion articles on creating models of markets, forecasting, running experiments and experimental marketing, and using these to develop plans and forecasts to guide investment and planning.

Price models and market models

For businesses using value-based pricing, a key benefit of surveys that involve trade-offs such as conjoint analysis, Brand price trade-off research and pricing research is the ability to create dynamic market models to forecast and explore the economic impact of pricing research.

To understand what price should be set requires the shape of the demand curve to be estimated and quantified as shown in our price explorer. Higher prices are normally disliked by customers (in general), but higher prices also generate a greater margin for the business and so there is a balance to be struck. Understanding the trade-off between volume of sales and value of sales across a market allows prices to be tuned according to the available customer value.

Price explorer

Explore how customers' willingness to pay affects optimising prices for sales, revenue or profits and so why pricing research helps drive ROI. An interactive model that can be used to explore how changing demand curves, market size and costs affect price optimisation decisions.

For real projects, pricing research is used to uncover the underlying demand curve for the market with deeper details like segments and competitors that can be built into the models.

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