How to base pricing, product and market decisions on behaviour.

Pricing

Planning a price increase: how to know in advance whether customers will pay the new price.

One percent on price can move operating profit by around eleven percent, in both directions. Why you should test a price increase against real purchase behaviour before it goes live.

Surveys and behaviour

Why customers buy differently from how they answer in surveys.

In the survey, customers say yes; at the decisive moment, they choose something else. Where the gap between saying and doing comes from, where it distorts decisions and how to close it.

Cases

A price increase without losing demand? How Virgin Pure tested its subscription price before the rollout.

Virgin Pure wanted to raise the monthly price of its water dispenser without losing customers. A test with four prices showed how far demand holds, and a second test showed how much an anchor price makes a difference.

Method

When is a painted door test worth it, and what does it measure that an A/B test does not?

For pricing, concept, plan and market decisions, a painted door test measures real purchase behaviour before you invest. But there are cases where it does not fit. An honest overview.

Pricing

Testing prices: which method shows what customers will really pay?

Van Westendorp, Gabor-Granger, conjoint or a behavioural test: each method answers a different pricing question. An overview of what each method delivers and when you need measured purchase behaviour.

Surveys and behaviour

8 biases that shape survey results, and how to spot them.

Social desirability, framing, hypothetical willingness to pay: which biases change answers, how to recognise them and what that means for pricing and concept decisions.

Method

Painted door test: 9 mistakes that make your result unusable.

An unclear question, too many variables, stopping too early, inconsistent pages: these mistakes distort what you learn about willingness to buy. And this is how to avoid them before the start.

Method

Setting up a painted door test: 8 steps from the decision to a robust result.

A good test starts with the decision, not with the landing page. How to plan the question, variants, target group, sample size and stopping rule before the first ad runs.

Statistics and analysis

Which metrics does a painted door test deliver, and which one counts for your decision?

From the click on the ad to the confirmed email: which signals a test measures, how committed they are and which metric should carry your decision.

Statistics and analysis

Testing a price increase: how to analyse two price variants statistically.

When is a difference between two prices real? A worked example from sample size to decision, with the questions you should answer before the start.

Method

Pretotyping: The complete guide

Pretotyping tests whether an offer has demand before it is built or launched. This guide explains the method, the main variants, how a test runs and the mistakes that make results unusable.