What should we sell and how much should we charge?

SATOV way, go to market, products pricing


High performing companies are precise about every feature of every product they sell; if it adds to unit costs, there should be a value to the customer. But customers don’t design the products; often they don’t know what they want until they see it.

Setting price, and setting a system to dynamically manage price is increasingly complex. Companies need to account for inputs such as competitor pricing, impact on brand perception, loyalty, cross-sell potential, and profitability, not to mention the tie-in to a prioritized group of segments and micro-segments within them.

What we do

  • We start with a review of the market and our client’s strategy:
    • Which customer segment are we aiming to serve?
    • What problem are we solving for them?
    • How does this product fit in?
    • How important is price in their decision making?

In a B2C business

  • We leverage a range of market research applications to gain precision on customers’ product and price sensitivities. Tools such as conjoint analysis, discrete choice, Van Westendorp analysis, simulations and MaxDiff can each be applied
  • We meld art and science when writing pricing surveys to put the consumer in the most realistic decision-making scenario
  • We create customer and product line profitability models to provide our clients the optimal solution

In a B2B business

  • We use qualitative interviews, desktop research and focus groups to get a nuanced view of the role that price pays and how clients perceive their current price

In all scenarios

  • We work with our clients to develop detailed testing programs to evaluate whether product and pricing changes have hit the mark

Contact us to get started. 


  • Product line profitability
  • Competitive benchmarking
  • Customer profitability analysis
  • Category planning
  • Conjoint analysis
  • MaxDiff
  • Market simulation


Unbundling products to drive profit


Reports Death Retail Exaggerated

SATOV Presents: Reports of the Death of Retail Have Been Greatly Exaggerated

| Customer experience, Events, General news, Loyalty and retention, Mark Satov, Media, Product and pricing, Retail | No Comments
Mark Satov, Founding Partner, SATOV Consultants is joined by Bryan Pearson, President, LoyaltyOne. They dispel myths about the current retail environment, identify great retailers from all around the world, and…

Retail is not dead, just changing: Why Toys R Us lost our hearts

| Insights, Customer experience, Mark Satov, Product and pricing, Retail | No Comments
Blog post by Mark Satov Last summer I was in London, feeling lonely for my children and wanting to bring them something special from my trip. My hotel was right near…

Flying under the radar: Why WestJet may be missing an opportunity with its premium economy class

| General news, Customer experience, Go to market, Loyalty and retention, Product and pricing | No Comments
Blog post by Mark Satov Nothing like a long flight to clear my mind! I get uninterrupted time with my email inbox, my list of overdue pursuits and just delightful…

Monetizing Time

| Customer experience, Product and pricing | No Comments
Blog post by Ky Swift I was thirteen, and I was waiting in line at the theatre to see one of my all-time favourite movies, Wedding Crashers. To avoid sitting…