Expert Custom Research
Pricing Research
Price is the fastest lever to pull in your business and the easiest to pull wrong, because every pricing decision is a trade-off: margin against volume, premium positioning against reach, your move against the competitor’s response. Morning Consult’s pricing research uncovers how prices are perceived for your category and brands in the market, and informs pricing optimizations and actions before you take them. Start with a rapid read on whether you have room to move, find the price your customers will actually pay, or run the experiments that show what happens to demand, share and revenue when price and features change together.
Expert Custom Research
Pricing Research
Price is the fastest lever to pull in your business and the easiest to pull wrong, because every pricing decision is a trade-off: margin against volume, premium positioning against reach, your move against the competitor’s response. Morning Consult’s pricing research uncovers how prices are perceived for your category and brands in the market, and informs pricing optimizations and actions before you take them. Start with a rapid read on whether you have room to move, find the price your customers will actually pay, or run the experiments that show what happens to demand, share and revenue when price and features change together.
Expert Custom Research
Pricing Research
Price is the fastest lever to pull in your business and the easiest to pull wrong, because every pricing decision is a trade-off: margin against volume, premium positioning against reach, your move against the competitor’s response. Morning Consult’s pricing research uncovers how prices are perceived for your category and brands in the market, and informs pricing optimizations and actions before you take them. Start with a rapid read on whether you have room to move, find the price your customers will actually pay, or run the experiments that show what happens to demand, share and revenue when price and features change together.
Trusted by leading brands and central banks
Trusted by leading brands and central banks
Trusted by leading brands and central banks
Why Pricing Matters
The questions this research addresses
Can we raise prices without losing customers?
Whether current price levels give you headroom, and what people actually do when a price surprises them: buy anyway, trade down, or leave the category.
What should the price be?
For a new product or a repricing, the price point or range that maximizes uptake and revenue, measured from how customers respond at each level rather than from cost-plus formulas or what the competitor charges.
What will customers trade off?
When price and features move together, which combinations win, who you take share from, who you lose to, and whether a new offer cannibalizes your own line. These are questions only an experiment can answer.
Is it us, or is it the market?
How consumers are responding to your pricing and your competitors’, read against category and economic context, so you know whether resistance is about your price or their wallet.
Why Pricing Matters
The questions this research addresses
Can we raise prices without losing customers?
Whether current price levels give you headroom, and what people actually do when a price surprises them: buy anyway, trade down, or leave the category.
What should the price be?
For a new product or a repricing, the price point or range that maximizes uptake and revenue, measured from how customers respond at each level rather than from cost-plus formulas or what the competitor charges.
What will customers trade off?
When price and features move together, which combinations win, who you take share from, who you lose to, and whether a new offer cannibalizes your own line. These are questions only an experiment can answer.
Is it us, or is it the market?
How consumers are responding to your pricing and your competitors’, read against category and economic context, so you know whether resistance is about your price or their wallet.
Why Pricing Matters
The questions this research addresses
Can we raise prices without losing customers?
Whether current price levels give you headroom, and what people actually do when a price surprises them: buy anyway, trade down, or leave the category.
What should the price be?
For a new product or a repricing, the price point or range that maximizes uptake and revenue, measured from how customers respond at each level rather than from cost-plus formulas or what the competitor charges.
What will customers trade off?
When price and features move together, which combinations win, who you take share from, who you lose to, and whether a new offer cannibalizes your own line. These are questions only an experiment can answer.
Is it us, or is it the market?
How consumers are responding to your pricing and your competitors’, read against category and economic context, so you know whether resistance is about your price or their wallet.
The Different Pricing Research We Offer
Pricing research can be done quickly, but we can also go deeper if the decision requires more nuance.
Our flagship pricing study measures what happens when a price surprises people. We show consumers prices for your brand, your key competitors and your subcategory, then measure their reaction: how far a price can rise before it feels wrong, and whether a surprised shopper buys anyway, trades down to a cheaper option, or walks away from the category. Those reactions become our proprietary Price Response Indicators, trended back to 2022 and set against Morning Consult Intelligence benchmarks so you can see how much headroom you have relative to the market. Delivered as an analyst-reviewed report in under 24 hours, as a one-time read or a monthly tracker.
Systematic price-level testing maps how demand changes as prices move. Understand where elasticity tightens, where volume drops off, where an increase is most viable and the price customers will actually pay.
By embedding price in a realistic choice environment, we simulate market share, demand shifts and competitive substitution. Understand who you win, who you lose, and why.
Base price, fees, discounts, bundles and tiers can be evaluated together, so your pricing architecture works as one system instead of against itself.
The Different Pricing Research We Offer
Pricing research can be done quickly, but we can also go deeper if the decision requires more nuance.
Our flagship pricing study measures what happens when a price surprises people. We show consumers prices for your brand, your key competitors and your subcategory, then measure their reaction: how far a price can rise before it feels wrong, and whether a surprised shopper buys anyway, trades down to a cheaper option, or walks away from the category. Those reactions become our proprietary Price Response Indicators, trended back to 2022 and set against Morning Consult Intelligence benchmarks so you can see how much headroom you have relative to the market. Delivered as an analyst-reviewed report in under 24 hours, as a one-time read or a monthly tracker.
Systematic price-level testing maps how demand changes as prices move. Understand where elasticity tightens, where volume drops off, where an increase is most viable and the price customers will actually pay.
By embedding price in a realistic choice environment, we simulate market share, demand shifts and competitive substitution. Understand who you win, who you lose, and why.
Base price, fees, discounts, bundles and tiers can be evaluated together, so your pricing architecture works as one system instead of against itself.
The Different Pricing Research We Offer
Pricing research can be done quickly, but we can also go deeper if the decision requires more nuance.
Our flagship pricing study measures what happens when a price surprises people. We show consumers prices for your brand, your key competitors and your subcategory, then measure their reaction: how far a price can rise before it feels wrong, and whether a surprised shopper buys anyway, trades down to a cheaper option, or walks away from the category. Those reactions become our proprietary Price Response Indicators, trended back to 2022 and set against Morning Consult Intelligence benchmarks so you can see how much headroom you have relative to the market. Delivered as an analyst-reviewed report in under 24 hours, as a one-time read or a monthly tracker.
Systematic price-level testing maps how demand changes as prices move. Understand where elasticity tightens, where volume drops off, where an increase is most viable and the price customers will actually pay.
By embedding price in a realistic choice environment, we simulate market share, demand shifts and competitive substitution. Understand who you win, who you lose, and why.
Base price, fees, discounts, bundles and tiers can be evaluated together, so your pricing architecture works as one system instead of against itself.
Ask Any Audience Anything
Morning Consult fields custom research to pre-defined consumer and B2B audiences in 100+ markets. Each one is screened and weighted by our research team, so you’re not building a sample from scratch. Some of the popular audiences people use are…
Consumer
B2B
General Population
Nationally representative adults, weighted to census benchmarks on age, gender, race, education and region.
Gen Z
Adults born 1997 to 2012, representative within the cohort
Gen Alpha Parents
Parents of children born 2010 or later, screened on household composition.
High Net Worth
Adults above a defined investable-asset or household-income threshold.
Registered Voters
Adults who report being registered to vote, weighted to the voter population
AI-First Adopters
Adults who report regular, early use of generative AI tools in daily life or work
+ category buyers, custom screens and low-incidence groups scoped with our research team
Ask Any Audience Anything
Morning Consult fields custom research to pre-defined consumer and B2B audiences in 100+ markets. Each one is screened and weighted by our research team, so you’re not building a sample from scratch. Some of the popular audiences people use are…
Consumer
B2B
General Population
Nationally representative adults, weighted to census benchmarks on age, gender, race, education and region.
Gen Z
Adults born 1997 to 2012, representative within the cohort
Gen Alpha Parents
Parents of children born 2010 or later, screened on household composition.
High Net Worth
Adults above a defined investable-asset or household-income threshold.
Registered Voters
Adults who report being registered to vote, weighted to the voter population
AI-First Adopters
Adults who report regular, early use of generative AI tools in daily life or work
+ category buyers, custom screens and low-incidence groups scoped with our research team
Ask Any Audience Anything
Morning Consult fields custom research to pre-defined consumer and B2B audiences in 100+ markets. Each one is screened and weighted by our research team, so you’re not building a sample from scratch. Some of the popular audiences people use are…
Consumer
B2B
General Population
Nationally representative adults, weighted to census benchmarks on age, gender, race, education and region.
Gen Z
Adults born 1997 to 2012, representative within the cohort
Gen Alpha Parents
Parents of children born 2010 or later, screened on household composition.
High Net Worth
Adults above a defined investable-asset or household-income threshold.
Registered Voters
Adults who report being registered to vote, weighted to the voter population
AI-First Adopters
Adults who report regular, early use of generative AI tools in daily life or work
+ category buyers, custom screens and low-incidence groups scoped with our research team
Make Your Next Pricing Decision With Evidence
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Request a demo of Morning Consult.
Find the best solution for your team.
Get help with onboarding.
Make Your Next Pricing Decision With Evidence
Fill out the form below and our team will be in touch.
Request a demo of Morning Consult.
Find the best solution for your team.
Get help with onboarding.
Make Your Next Pricing Decision With Evidence
Fill out the form below and our team will be in touch.
Request a demo of Morning Consult.
Find the best solution for your team.
Get help with onboarding.