As experts in helping companies to optimize their pricing and revenue management strategies, we have received many questions around changing price elasticities and whether brands should conduct pricing research now.
To help answer these questions and more, we re-ran pricing research studies prior to and during the COVID-19 pandemic. We wanted to answer client questions such as: How/has COVID-19 changed price elasticities; Are consumers deciding differently now?; How does price sensitivity vary across categories and countries?; Should brands conduct pricing research now?
Analyses of previous crises, combined with our deep understanding of consumer decision behavior, and global pricing research experience, provides us with a unique perspective on these topics.