Pricing Research
Set prices buyers are willing to pay — and know why.
Pricing research helps teams understand how target customers perceive value, sensitivity to price changes, and what pricing models drive purchase decisions. It blends buyer preference, willingness-to-pay, and competitive benchmarking to inform pricing strategies that maximize revenue and adoption.
When to conduct
Pricing Research
Conduct pricing research when launching new products, refining pricing models, or preparing for pricing changes — especially when uncertainty around willingness-to-pay or price elasticity could impact revenue or market adoption.
What is
Pricing Research
Pricing research systematically evaluates how buyers perceive price relative to value — testing price points, models, and tradeoffs to determine the optimal approach. It helps organizations price with confidence, balance revenue and volume, and reduce risk of buyer resistance.
75%
of pricing decisions made without structured research result in lower revenue or slower adoption than forecasted. Pricing research helps teams move beyond intuition to evidence-based pricing that aligns with market expectations and revenue goals.
Sample Research
Questions We Answer
Question 1:
What price points do buyers find acceptable and compelling?
Pricing research identifies which price levels drive willingness to buy, where resistance arises, and where perceived value outweighs cost — enabling confident price decisions.
45%
of buyers indicate a strong willingness to purchase at the proposed price level.
32%
express hesitation above a specific threshold, signaling a price elasticity breakpoint.
Question 2:
How should pricing differ across segments or value tiers?
Different customer segments often perceive value differently. Pricing research reveals segment-specific willingness to pay and preferred pricing models, enabling tailored strategies.
39%
of enterprise buyers are willing to pay a premium for bundled support and features.
27%
of SMB respondents prefer a simpler, lower-tier price with flexible add-ons.
Why trust Emporia with your
Pricing Research
Price with confidence — backed by data, not guesswork.
Pricing decisions can make or break commercial success, but they’re often made with limited evidence. Emporia’s pricing research combines verified B2B respondents with expert methodology to reveal how buyers perceive value, model tradeoffs, and respond to price changes. By grounding pricing strategy in real buyer data, we help teams optimize revenue, drive adoption, and reduce the risk of pricing missteps.
Speed / Agility
Move from question to insight without sacrificing rigor. Emporia’s streamlined workflows and responsive research support allow teams to launch, field, and analyze studies quickly — so insights arrive while decisions are still being made, not after the moment has passed.
Verified B2B Respondents
Reach the right decision-makers with confidence. Every respondent is verified using professional attributes, ensuring your insights reflect real buyers, real roles, and real purchasing influence — not guesswork or self-reported profiles.
Expert Methodology
Get more than data — get direction. Our team partners closely on study design, framing, and interpretation, helping translate research outputs into clear strategic implications across pricing, positioning, and go-to-market execution.
Emporia provides valuable access to niche, high-level respondents that are otherwise difficult to reach. They enable us to move beyond traditional targeting, connecting us with professionals with specialized knowledge and qualifications. We have confidence their experts are credible and aligned with our research needs.
Emporia gives us another perspective. Our product team does a really great job working with our existing customers: understanding and solving for their needs. Emporia allows me to find new audiences and conduct that initial research that helps set the stage for potential new customers, products and markets.
We were thrilled with Emporia’s excellent data quality, professionalism, responsiveness, and speed in delivering a very high-end, niche audience of investment fund managers and venture capital professionals.
We are often trying to recruit hard to reach audiences and so it's imperative for us to have high quality data and verified respondents. Emporia go above and beyond to help us and our agency partners not only reach the right audiences but enhance our customer understanding which is a great experience.
