--- title: Testing Product Concepts with Price Research description: Using comparative price research can help marketers understand customers perception of value across different product concepts, before launching new products. image: https://blog.pricebeam.com/hubfs/Images/pbscreenshotcomposite.png --- [Skip to content](https://blog.pricebeam.com/testing-product-concepts-with-price-research#main-content) [![PriceBeam](https://blog.pricebeam.com/hs-fs/hubfs/lead-flow-images/PBLogoTransparent%20(1).png?width=400&height=100&name=PBLogoTransparent%20(1).png)](https://www.pricebeam.com/) - Solutions ![RGM360](https://blog.pricebeam.com/hs-fs/hubfs/RGM360_Headlines.png?width=319&height=255&name=RGM360_Headlines.png)[PriceBeam RGM360](https://www.pricebeam.com/rgm360) is an end-to-end Revenue Optimization Platform, offering unmatched value by integrating market research, internal data with AI and next-generation simulation and optimization tools. Predictive Research - [Predictive Revenue Research](https://www.pricebeam.com/predictive-research) - [Willingness-to-Pay](https://www.pricebeam.com/willingness-to-pay) - [Comparative Willingness-to-Pay](https://www.pricebeam.com/comparative-willingness-to-pay) - [Value Attributes / Choice-Based Conjoint](https://www.pricebeam.com/value-attributes) - [Price Pack Architecture](https://www.pricebeam.com/ppa-price-pack-architecture-study) - [Promotion Lab](https://www.pricebeam.com/promotion-optimization) - [Promotion Lab Enhanced](https://www.pricebeam.com/promotion-lab-enhanced) - [Assortment Lab](https://www.pricebeam.com/assortment-optimization) - [Core / Basic Survey](https://www.pricebeam.com/core-study) - [Ranking Analysis / MaxDiff](https://www.pricebeam.com/ranking-analysis-maxdiff) - [Menu-Based Conjoint](https://www.pricebeam.com/menu-based-conjoint-analysis) - [RGM Study](https://www.pricebeam.com/revenue-growth-management) - [RGM Study - Promotion](https://www.pricebeam.com/revenue-growth-management-promotion) - [RGM Study - Ultra](https://www.pricebeam.com/revenue-growth-management-ultra) - [Concept Test](https://www.pricebeam.com/concept-test) - [Claims Test](https://www.pricebeam.com/claims-test) - [Product Variant Test](https://www.pricebeam.com/product-variant-test) - [FAQ](https://www.pricebeam.com/faq) RGM Data Lake - [RGM Data Lake](https://www.pricebeam.com/rgm-data-lake) - [Prescriptive Analytics](https://www.pricebeam.com/rgm-data-lake-prescriptive-analytics) - [Stakeholder Communication](https://www.pricebeam.com/rgm-data-lake-stakeholder-communication) - [Data Integration](https://www.pricebeam.com/rgm-data-lake-data-integration) - [FAQ](https://www.pricebeam.com/rgm-data-lake-faq) Simulation & Optimization - [RGM Optimizer & Simulator](https://www.pricebeam.com/rgm-optimizer-simulator) - [AI: Virtual Customer Modelling](https://www.pricebeam.com/ai-virtual-customers) - [RGM Simulation](https://www.pricebeam.com/rgm-simulation) - [Prescriptive Optimization](https://www.pricebeam.com/rgm-prescriptive-optimization) - [FAQ](https://www.pricebeam.com/rgm-optimizer-simulator-faq) - Industries & Challenges Industries - [FMCGs/CPG](https://www.pricebeam.com/consumer-goods-pricing) - [Cosmetics](https://www.pricebeam.com/cosmetics-pricing) - [Beverages](https://www.pricebeam.com/beverage-pricing) - [Beer, Wine & Spirits](https://www.pricebeam.com/alcoholic-beverage-pricing) - [Apparel](https://www.pricebeam.com/apparel-pricing) - [Home Care](https://www.pricebeam.com/home-care-pricing) - [Home Appliances](https://www.pricebeam.com/home-appliances-pricing) - [Food Products](https://www.pricebeam.com/food-products-pricing) - [Pet Food](https://www.pricebeam.com/pet-food-pricing) - [DIY & Home Improvement](https://www.pricebeam.com/diy-pricing) - [Consumer Services](https://www.pricebeam.com/consumer-services-pricing) - [Media & Publishing](https://www.pricebeam.com/media-and-publishing-pricing) - [Hotels & Hospitality](https://www.pricebeam.com/hospitality-pricing) - [Subscription Services](https://www.pricebeam.com/subscription-services-pricing) - [Phones & Telecom](https://www.pricebeam.com/telecommunication-pricing) - [Memberships](https://www.pricebeam.com/membership-pricing) - [Training & Education](https://www.pricebeam.com/training-and-education-pricing) - [Retail](https://www.pricebeam.com/retail-pricing) - [E-commerce](https://www.pricebeam.com/ecommerce-pricing) - [Events](https://www.pricebeam.com/event-pricing) - [Sports Subscriptions](https://www.pricebeam.com/sports-subscription-pricing) - [Streaming](https://www.pricebeam.com/video-on-demand-pricing) - [Consumer Electronics](https://www.pricebeam.com/consumer-pricing-electronics) - [Start-ups](https://www.pricebeam.com/entrepreneur-pricing) - [SaaS & Software](https://www.pricebeam.com/saas-software-pricing) - [Consumer Finance](https://www.pricebeam.com/consumer-finance-pricing) - [Equity Analysis](https://www.pricebeam.com/equity-analysis-pricing-insights) - [Veterinary Products](https://www.pricebeam.com/veterinary-products-pricing) - [OTC Pharmaceuticals](https://www.pricebeam.com/otc-pharmaceuticals-pricing) - [Automotive](https://www.pricebeam.com/automotive-pricing) - [Auto Aftermarket](https://www.pricebeam.com/automotive-aftermarket-pricing) Pricing Challenges Solved - [Pricing New Products](https://www.pricebeam.com/pricing-new-products) - [Brand Health & Pricing](https://www.pricebeam.com/brand-health-pricing) - [M&A Pricing](https://www.pricebeam.com/mergers-and-acquisitions-pricing) - [Investment Portfolios & Pricing](https://www.pricebeam.com/portfolio-growth-pricing) - [Price Segmentation](https://www.pricebeam.com/price-segmentation) - [Sales Team & Pricing](https://www.pricebeam.com/sales-team-pricing) - [International Pricing](https://www.pricebeam.com/international-pricing) - [Navigating New Tariffs](https://www.pricebeam.com/tariffs) - [Price Optimization](https://www.pricebeam.com/price-optimization) - [Price Increases](https://www.pricebeam.com/price-increase-management) - [Pricing Strategy](https://www.pricebeam.com/pricing-strategy) - [Psychological Pricing](https://www.pricebeam.com/psychological-pricing) - [Value-Based Pricing](https://www.pricebeam.com/value-based-pricing) - [Lifecycle Pricing](https://www.pricebeam.com/lifecycle-pricing) - [Market Launch Pricing](https://www.pricebeam.com/market-launch-pricing) - [Value Communication](https://www.pricebeam.com/value-communication) - [Assortment Pricing](https://www.pricebeam.com/assortment-pricing) - [Promotions & Discounts](https://www.pricebeam.com/promotion-pricing) - Plans - [Plans overview](https://www.pricebeam.com/plans) - [Predictive Research Plans](https://www.pricebeam.com/predictive-research-plans) - [RGM Data Lake Plans](https://www.pricebeam.com/rgm-data-lake-plans) - [RGM Optimizer Plans](https://www.pricebeam.com/rgm-optimizer-simulator-plans) - [Pricing Power Tracker](https://www.pricebeam.com/pricing-power-tracker) - [Pricing Power Snapshot](https://www.pricebeam.com/pricing-power-snapshot) - Resources - [Webinars](https://www.pricebeam.com/resources) - [Blog](https://blog.pricebeam.com) - [Case Studies](https://www.pricebeam.com/customer-case-studies) - [Newsletter](https://www.pricebeam.com/newsletter) - [RGM Pulse Survey 2026](https://www.pricebeam.com/rgm-pulse-survey-2026) - About - [Company](https://www.pricebeam.com/about) - [News & Events](https://www.pricebeam.com/news) - [Partners](https://www.pricebeam.com/partners) - [Press](https://www.pricebeam.com/press) - [Careers](https://www.pricebeam.com/careers) - [Contact](https://www.pricebeam.com/contact) ![Search icon](https://5018647.fs1.hubspotusercontent-na1.net/hubfs/5018647/Design/Icons/Font%20Awesome/search.svg) [All posts](https://blog.pricebeam.com/all) November 30, 2017 # Testing Product Concepts with Price Research ![Picture of PriceBeam](https://blog.pricebeam.com/hs-fs/hubfs/Images/PBLogoBadge240x240.png?width=50&name=PBLogoBadge240x240.png)   PriceBeam  ·  1 minute read ![Product Concept Testing with Pricing Research](https://blog.pricebeam.com/hs-fs/hubfs/Images/pbscreenshotcomposite.png?width=660&name=pbscreenshotcomposite.png "Product Concept Testing with Pricing Research")   About to launch a new product? Or updating the positioning of your existing service? Using pricing research can help determining the value that customers perceive, before the actual launch.  Price research asks existing or potential customers about their willingness-to-pay. This is in itself powerful and will help marketers understand how customers respond to their value proposition. But repeating the willingness-to-pay research across multiple concepts or with competitive propositions, it is also possible to test different concepts against each other. PriceBeam has recently launched a [Comparative Willingness-to-Pay study type](https://www.pricebeam.com/comparative-willingness-to-pay), that does exactly that: - You define the target market, such as country, demographics and other restrictions - You describe a set of product/service concepts.This can be different iterations of your offering, but also include several competitive offerings. - PriceBeam does all the hard work and conducts the market research. We ask them a series of pricing questions for each product concept and thus collect comparative data. - You can analyze willingness-to-pay of the individual offerings, but also compare the different WtP data sets. This allows you to see what market segments respond favourably to different value propositions or product configurations. The new PriceBeam Comparative Willingness-to-Pay study type has been tested by some of the largest companies in e.g. FMCG/CPG and hospitality, and is now being used to determine pricing for various product launches in 2018. Let us organize a quick online demo and show you we can help you. [![New Call-to-action](https://no-cache.hubspot.com/cta/default/2519095/232091cc-b2b7-4fd6-a8c1-0241793f61e3.png)](https://cta-redirect.hubspot.com/cta/redirect/2519095/232091cc-b2b7-4fd6-a8c1-0241793f61e3)   Share: [facebook-f icon](http://www.facebook.com/share.php?u=https://blog.pricebeam.com/testing-product-concepts-with-price-research) [linkedin-in icon](http://www.linkedin.com/shareArticle?mini=true&url=https://blog.pricebeam.com/testing-product-concepts-with-price-research) [twitter icon](https://twitter.com/intent/tweet?url=https://blog.pricebeam.com/testing-product-concepts-with-price-research) [pinterest-p icon](http://pinterest.com/pin/create/link/?url=https://blog.pricebeam.com/testing-product-concepts-with-price-research) [envelope icon](mailto:?body=https://blog.pricebeam.com/testing-product-concepts-with-price-research) ## Related posts [![Pricing New Product Development](https://blog.pricebeam.com/hubfs/Pricing_New_Product_Development.png)](https://blog.pricebeam.com/webinar-pricing-in-new-product-development-from-afterthought-to-integral-part-of-the-process) [new product pricing](https://blog.pricebeam.com/topic/new-product-pricing) #### [Sign up for Webinar: Pricing in New Product Development - From Afterthought to Integral Part of the Process](https://blog.pricebeam.com/webinar-pricing-in-new-product-development-from-afterthought-to-integral-part-of-the-process) [![DirectIndirectPricingManagement.jpg](https://blog.pricebeam.com/hubfs/Images/DirectIndirectPricingManagement.jpg)](https://blog.pricebeam.com/5-ways-price-research-can-help-with-new-product-pricing) [Value Proposition](https://blog.pricebeam.com/topic/value-proposition) #### [5 Ways Price Research can Help with New Product Pricing](https://blog.pricebeam.com/5-ways-price-research-can-help-with-new-product-pricing) [![shopping_medium](https://blog.pricebeam.com/hubfs/shopping_medium.jpg)](https://blog.pricebeam.com/value-drivers-and-their-impact-on-price-increases) [Value Proposition](https://blog.pricebeam.com/topic/value-proposition) #### [Value-Drivers and their Impact on Price Increases](https://blog.pricebeam.com/value-drivers-and-their-impact-on-price-increases) **Pricing Right, Made Easy** Almost all companies struggle to price right. They use methods such as cost plus a fixed margin. They use guesses and gut feel. They peg their price to a competitor’s. They price themselves too low, leaving money on the table, or too high, forsaking sales volume. They lose out on the profits they should be earning. PriceBeam changes all that. With a methodology that is confirmed to be accurate in thousands of projects, PriceBeam provides AI-powered market insights software that generates actionable insights into consumers' willingness-to-pay, competitive price positioning, packaging and assortment dynamics, promotional benchmarking, and opportunities from new product pricing. [facebook-f icon](https://www.facebook.com/pricebeam) [Follow us on LinkedIn](https://www.linkedin.com/company/pricebeam) [twitter icon](https://twitter.com/pricebeam) [Follow us on Instagram](https://www.instagram.com/pricebeam) [Follow us on YouTube](https://www.youtube.com/c/pricebeam) **Company** [About](https://www.pricebeam.com/about) [Careers](https://www.pricebeam.com/careers) [Press Resources](https://www.pricebeam.com/press) [Partners](https://www.pricebeam.com/partners) [Contact Us](https://www.pricebeam.com/contact) [Terms](https://www.pricebeam.com/terms) [Prize Draw Terms](https://www.pricebeam.com/prize-draw-terms) [Privacy](https://www.pricebeam.com/privacy) **Resources** [Blog](https://blog.pricebeam.com) [Get a Demo](https://www.pricebeam.com/demo) [Webinars](https://www.pricebeam.com/resources) [Downloads](https://www.pricebeam.com/resources) [Newsletter](https://www.pricebeam.com/newsletter) Copyright © 2026 by PriceBeam. All Rights Reserved ![](https://dc.ads.linkedin.com/collect/?pid=32758&fmt=gif) ![](https://px.ads.linkedin.com/collect/?pid=32758&fmt=gif) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "PriceBeam", "url" : "https://blog.pricebeam.com/author/pricebeam" }, "datePublished" : "2017-11-30T14:30:24.000Z", "headline" : "Testing Product Concepts with Price Research", "image" : [ "https://blog.pricebeam.com/hubfs/Images/pbscreenshotcomposite.png" ], "mainEntityOfPage" : { "@id" : "https://blog.pricebeam.com/testing-product-concepts-with-price-research", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://blog.pricebeam.com/hubfs/lead-flow-images/PBLogoTransparent%20(1).png" }, "name" : "PriceBeam" } } ``` ```json { "@context" : "http://schema.org", "@type" : "Organization", "contactPoint" : [ { "@type" : "ContactPoint", "contactType" : "sales", "telephone" : "+44 207 081 2770" } ], "name" : "PriceBeam", "sameAs" : [ "https://www.facebook.com/pricebeam", "https://www.linkedin.com/company/pricebeam", "https://twitter.com/pricebeam", "https://www.youtube.com/c/pricebeam" ], "url" : "https://www.pricebeam.com" } ```