B2B Pricing Research & Strategy Services

Strategic Intelligence for Pricing Optimization

The typical B2B sales cycle is much longer and provides fewer data points than B2C, meaning you often lack rapid feedback on pricing decisions or the ability to quickly adjust strategy. 

Testing price strategy in a research setting allows for optimization without the complexity and risk of an 'A/B' in-market approach.
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Behavioral insights are also key to understanding how human psychology impacts B2B purchase decisions, such as:

• The attractiveness of price points just under threshold levels
•  The tendency to choose the middle option in tiered pricing

Why B2B Businesses Need a Data-Driven Pricing Strategy

There are some particular challenges when researching prices in a B2B context.

The B2B purchasing process is more complex than consumer buying, requiring specialized research approaches to develop effective pricing strategies.This method addresses critical pricing challenges:

Pricing models can be complex e.g. different prices based on volume or frequency of purchase, monthly or annual renewal

Identifying multiple purchase decision-makers is not straighforward

Understanding the B2B purchase process and the time windows involved

Optimizing pricing strategy for both competitive advantage and profitability

The Key Benefits of Pricing Research for B2B Businesses

Pricing research provides B2B companies with critical data-driven insights that directly impact profitability and market position.

By systematically analyzing customer willingness-to-pay, competitive pricing landscapes, and value perceptions, businesses can identify optimal price points that balance revenue maximization with market competitiveness.

Key Benefits of B2B Pricing Research Include:

• Establish the correct pricing strategy to maximise revenue
• Construct a clear pricing offer that customers can understand
• Enhance Your Bussines's competitiveness
• A better understanding of the customer B2B purchase process

Our B2B Pricing Research Strategies & Methods

We are experts in using a range of different methodologies to conduct B2B pricing research.

Our approach combines proven pricing research techniques with deep B2B sector knowledge to uncover the optimal pricing strategy for your specific market conditions. We carefully select the most appropriate methods based on your business objectives, market positioning, and the complexity of your pricing models. 

Van Westendorp Price Sensitivity Model

This is particularly effective in establishing the acceptable price of a new product or service.

Gabor-Granger Pricing Analysis
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Ideal for producing a demand curve that shows how demand (and revenue) change across a range of price points.

Choice-Based Conjoint Analysis
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Tracks industry movements, emerging opportunities, and shifts in customer behavior, enabling businesses to stay ahead of market changes.

Our B2B Pricing Research Process

We have a proven track record in meeting B2B pricing research needs across diverse industries and market segments.

Our systematic yet flexible approach ensures we deliver actionable pricing insights tailored to your specific business challenges and strategic objectives. Our comprehensive process includes:

• Consultation to really understand the price challenges and objectives
• Design research that is tailored around the key price decisions
• The use of 'what-if?' models that allow for extensive scenario testing
• Recommendations for pricing B2B strategy to deliver against objectives
• Insights & recommendations delivered in a clear and attractive way

Why Choose Us for Your B2B Pricing Research

At Biznography, we bring over 50 years of combined experience in understanding business audiences, from SMEs to global enterprises.

Our work spans 35+ countries across every continent (except Antarctica!), giving us a truly international perspective on markets, industries, and decision-makers.

We specialize in reaching the hard-to-reach.

Whether it's C-suite executives, technical experts, or niche B2B segments. Our pricing research for business is designed to deliver practical, high-impact insights that help organizations make informed, confident decisions.

As a Market Research Society (MRS) Company Partner, we uphold the highest standards in research ethics, data integrity, and global best practices.

Get Started With Your B2B Pricing Research & Strategy

Connect with our team for B2B pricing research insights.