Pricing is one of the most critical and most challenging decisions organisations face. Set prices too high and you limit adoption. Set them too low and you leave value on the table!
Too often, pricing is based on instinct or internal assumptions. In reality, it should be grounded in a clear understanding of how customers perceive value – and how they make trade-offs in real-world decisions.
We help organisations move beyond guesswork by combining market insight with rigorous pricing methodologies which are truly our expertise – with our expert, Sally Faedda leading those projects for over 20 years.
Whether launching new products or re-evaluating established ones, we ensure pricing reflects current market dynamics – not outdated assumptions.
Our approach recognises that pricing is not purely rational. Customers don’t always know why they are willing to pay more – or less. By understanding both the emotional and functional drivers of value, we help clients set prices that maximise uptake, revenue, and long-term success.
How we do it
Pricing is not driven by a single model or output — it requires a combination of approaches to fully understand value, trade-offs, and real-world behaviour.
At Instinct & Reason, we bring deep experience in pricing strategy, having conducted over 300 pricing studies across more than 35 markets and sectors globally. Our work spans agribusiness, financial services, consumer goods, infrastructure, and more – giving us a strong understanding of how pricing plays out in different commercial environments.
We use our proprietary, fully customisable choice modelling approach – developed in-house and never outsourced, to simulate real-world decisions. This allows us to understand trade-offs, product uptake, and willingness to pay at a segment level, providing a robust, predictive view of market behaviour.
We combine this with Customer Value Analysis and economic value frameworks to understand how customers perceive fair value – not just what they choose, but why.
By integrating these approaches, we build a complete picture of pricing – ensuring recommendations are grounded in both behavioural insight and commercial reality, not a single metric or model.
What it means for clients
You gain clarity and confidence in where to set prices, not just at launch, but across the product lifecycle.
You’ll understand how customers value your offer, how price impacts uptake, and where the optimal balance sits between volume, revenue, and profitability.
This enables you to respond strategically to competitive moves, adapt to changing market conditions, and ensure pricing remains aligned with both customer value and commercial objectives.
Let’s Uncover Your Next Big Insight
Your audience is talking. We can help you hear them. Whether you’re refining a product, entering a new market, or testing creative concepts, we’ll help you uncover the insights that matter most.