Wiglaf Big Idea Show
Survey Based Pricing
Value-Based Pricing aims to set prices at customer’s willingness to pay, but how can executives know what customers are willing to pay? There is no easy nor singular answer to this question, but we do know some of the answers and we definitely know which methods are better than others. And surveys based research is one of the three best practices in setting value-based prices.
In Survey Based Pricing, Tim J. Smith, PhD will contrast the benefits and pitfalls of known survey based approaches to pricing and provide a project plan for setting your prices better.
Delegates will learn:
- What are the major pitfalls of any survey based approach to pricing
- Why Van Westendorp and other methods have been superseded by Conjoint
- What is the process for conducting solid survey based pricing
Starring Tim Smith, PhD, Founder and Managing Partner of Wiglaf Pricing, Adjunct Professor of Marketing at DePaul University, and author of Pricing Strategy: Setting Price Levels, Managing Price Discounts, and Establishing Price Structures.