> For the complete documentation index, see [llms.txt](https://wiki.anatomyofmarketing.org/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://wiki.anatomyofmarketing.org/the-aom-model/layer-two-fundamentals/data-and-insights/customer-intelligence/pricing-research.md).

# Pricing Research

#### What is it?

Understand how customers value the offer and what they will pay. The economic lens: how customers value the offer.

***Also known as:*** *Willingness-to-pay research, price sensitivity analysis, conjoint analysis*

#### Why it matters

Pricing is one of the most consequential decisions a business makes and one of the least researched. Pricing Research gives the organisation an evidence base for pricing decisions, revealing how customers perceive value, where price sensitivity sits, and what thresholds affect purchase decisions. Pricing set without this insight is either leaving money on the table or creating friction that suppresses demand unnecessarily.

#### When it matters most

Pricing Research is most critical before a new product or service launch, when a price increase is being considered, when a competitor has made a significant pricing move, or when conversion rates suggest the current price point is creating friction. It is also relevant during portfolio rationalisation, when the business needs to understand how customers value different tiers or configurations of the offer.

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#### AoM Connected Tools

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