Winning the Olympic pricing race... Are there hurdles in your way?

As the Olympics are about to start, London is increasingly resembling a marketing arena. While the event is fundamentally about sporting prowess, the battle for consumer attention and spending can be just as intense. With heaps of consumer offerings, the question is how to set the right price.

Ideally you set up a market research study to define the optimal price, but when there is limited time or budgets, one often relies on "common sense". However, we found out that some commonly held beliefs in pricing are not at all true... Are any of these hurdles to optimizing your revenue?

During an interactive session we showed how over 200 different pricing studies helped us generate knowledge on consumer pricing behavior. Samuelle Beauregard and Mario Coelho, two consumer research experts from our London office discussed commonly held beliefs in pricing and dispel them as myths, or confirm them as truths.

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