Pricing studies are not just about the price side of the equation - they are linked with people and brands. At Research Bureau International our aim is to understand the link between people, (by understanding their needs and aspirations) and brands. Understanding this link helps our clients maintain and develop strong brands and ultimately strong business. To fully understand the relationship between people and brands, it is essential to take price into consideration - after all price is the point at which the two interact.
Pricing studies can provide information about the value of a brand, who is buying it, how it fits into the market and so on. As such, a pricing study can be treated as being as much about understanding the consumers in the market as it is about the brands and prices.