Innovation and Pricing

Get your marketing to Goldilocks standard, just right

Great marketing is in vain if your product doesn’t solve a consumer need. And an excellent product won’t sell if it’s priced too high (and in some cases, too low). Research can help you build, price, and launch your product to maximize your odds of success.

Our Innovation and Pricing Modules provide actionable insights

A chart titled 'Innovation and Pricing Insight' showing estimated demand curves for five sunscreen segments at different price points, including Glow Getters, Protective Parents, Easy-Going Sun Seekers, Health Optimizers, and Fresh Air Actives.

Our Innovation and Pricing modules (e.g., Gabor Granger and Conjoint) are well-established methodologies that we have refined and built upon; others (like our Consumer Needs and Concept Test modules) were designed, tested, and optimized from scratch by our research experts. Each module is intended to deliver quantitatively robust, actionable insights that help you make decisions about what to build and how to price.

Meet our Innovation and Pricing Modules

Each module features a standard set of questions. And since we run these modules across consumer contexts and over time, we can provide robust benchmarked data to contextualize the insights. Drawing from years of building and managing surveys, Langston has identified these modules as the most commonly used to gather innovation and pricing insights.

Consumer Needs

Quantify the prevalence, importance, & metness of consumer needs. This module is Langston’s modified Jobs-To-Be-Done (mJTBD) approach.
Concept Test

Quantify desirability, willingness-to-pay, and barriers to adoption for up to five product concepts.
Product Configuration

Uncover which products or service features consumers value over others to unlock pricing and product development insights.
Price Sensitivity Test

Illuminate the price range for your product(s) that will generate the highest returns.
Pricing Optimization

Generate demand curves, identify revenue and profit maximization points, and uncover price cliffs for products.

Go beyond innovation and pricing

While you can add any Langston module onto a Brand Development & Messaging study, there are a few other modules that pair particularly well.

Schedule a call with an Insights Manager to talk through your business needs and consumer questions, and we’ll happily recommend well-fitting module(s).

Brand Positioning

Map your brand’s position in the market relative to competitors. This includes brand positioning scores and aided associations.
Category Engagement

Discover how consumers engage with your category (like where they are learning about brands, how they are buying products and more).
Feature and Benefit Testing

Discover which features and benefits messaging hooks will most effectively resonate with and convert consumers.
Means-End Laddering

Quantify the importance of functional attributes, benefits of those attributes, and overall product benefits.