Pricing Research and TCO BenchmarkingSet the price the market will pay, and prove the total cost of ownership
Willingness-to-pay studies, conjoint and choice modelling, competitive price benchmarking and TCO models that show your customers what your product costs over its life, not only at purchase.
Is this for you?
- You are launching a product or entering a market and do not know the price corridor.
- Customers say you are expensive and you believe your total cost of ownership is lower.
- You need to know which features customers will pay for before you build them.
- Competitive pricing moves are eroding margin and you need facts to respond.
What you get
- 01
Van Westendorp and Gabor-Granger
Acceptable price range and demand curve from buyer surveys.
- 02
Conjoint and choice modelling
The value buyers place on each feature and the price-feature trade-offs.
- 03
Competitive price benchmarking
Prevailing prices and terms by competitor, segment and geography.
- 04
TCO model and comparison
Your product's lifetime cost against alternatives, built to be shared with customers.
Deliverables
- Pricing study report (PDF)
- Conjoint or demand model (Excel)
- Competitive price benchmark (Excel)
- TCO model and customer-facing comparison
How we work
- Step 01
Define the pricing question, the product configurations and the buyer sample.
- Step 02
Fieldwork
Survey or choice experiment with buyers; benchmark competitor prices through channel interviews.
- Step 03
Model
Demand curves, feature values and TCO.
- Step 04
Recommend a price corridor and the evidence to support it in the market.
Why IMR for this
Delivered a TCO benchmarking study for an Italian access-platform manufacturer; the method is proven in industrial equipment.
Engineers build TCO models from real operating data, not marketing assumptions.
Buyer samples are recruited from the actual decision-makers in B2B categories.
Frequently asked questions
Which method suits my question?
Van Westendorp and Gabor-Granger for price ranges; conjoint for feature trade-offs; TCO for lifetime cost arguments. We advise at scoping.
Can the TCO model be used by our sales team?
Yes; it is built for that purpose.
Do you cover consumer pricing?
Yes.
