PepsiCo
Tested menu architectures, pack-price ladders and promotion frames to align willingness-to-pay with brand goals, delivering higher revenue per shopper with no loss of penetration.
Behavioural pricing that moves the needle
Discover your optimal pricing strategy—grounded in consumer behaviour, proven in market.
We help you to design prices, menus and promotions that grow revenue and trust. Our experiments reveal how real customers perceive value, choose between options and respond to changes - so you can price with confidence.
Trusted by category leaders
Our team has created pricing strategies and experiments for organisations across FMCG, hospitality, retail and media.
PepsiCo
Nando's
Holiday Inn
Financial Times
Sainsbury's
Nando's
Optimised combo pricing and add-on anchoring to increase average check while maintaining fairness perceptions across dine-in and delivery channels.
Holiday Inn
Integrated behavioural demand curves with revenue-management rules to tune fences, upsell offers and late-booking premiums by segment.
Financial Times
Designed trials for paywall copy, starter offers and feature bundles, boosting trial conversion and retention via behavioural value messaging.
Sainsbury's
Modelled price elasticity at psychological thresholds and created shelf tag language that clarified unit value, improving price image without heavy discounting.
Our approach: science × commercial sense
Classic price tests miss what customers feel. We combine rigorous experiments with cognitive insights—mapping how context, choice architecture and fairness shape decisions. The result: prices that are profitable and acceptable.
“People don’t compute value; they perceive it. We design pricing so the perception matches your value creation.”
- Decision science frameworks that predict choices
- Live experiments online, in-store and in-product
- Menu architecture that guides to better mixes
- Promo strategy that builds margin and loyalty
- Fairness & transparency baked into the journey
Typical engagement
1
Diagnostic
Identify thresholds, leakage, and margin opportunities.
Identify thresholds, leakage, and margin opportunities.
2
Design & build
Craft price ladders, bundles, and experiments.
Craft price ladders, bundles, and experiments.
3
Test & learn
Collect real choices; estimate behavioural demand curves.
Collect real choices; estimate behavioural demand curves.
4
Deploy
Roll out with playbooks, sales stories, and A/B guardrails.
Roll out with playbooks, sales stories, and A/B guardrails.
Behavioural methods that uncover true willingness-to-pay
Choice experiments
Adaptive conjoint and context-variant tasks reveal price sensitivities under realistic menus, anchors and decoys.
Behavioural demand models
We estimate curves that include reference prices, loss aversion and fairness thresholds—not just smooth elasticities.
Price communication
Copy tests for price endings, unit framing and guarantees that build trust and reduce churn.
Promotion & discount architecture
Design promo cadence, fences and bundles that protect margin while strengthening value perception.
Menu & assortment
Structure choices so customers self-select the option that fits needs—raising mix value without pressure.
Field & digital A/B
Rapid experiments in e‑commerce, paywalls and POS to validate the strategy before scale‑up.
Founder: Leigh Caldwell
Leigh Caldwell is an economist and pricing strategist whose book The Psychology of Price helped bring behavioural methods into everyday commercial practice. He has advised global brands on value perception, pricing experiments and choice design, and speaks regularly on cognitive economics and the say‑do gap.
- Author of The Psychology of Price
- Creator of narrative and behavioural research techniques for pricing
- Experienced with FMCG, hospitality, retail, and media subscriptions
Ready to price with confidence?
Tell us about your pricing challenge and we’ll propose a right‑sized experiment within 48 hours.
Contact us
Whether you need a new price ladder, a subscription offer or a promo strategy, we’ll get you the evidence you need to decide.
Email: hello@pricingresearch.center