Research Techniques for Value Based Pricing

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  • What is it?

    This is an intensive, interactive 2-day pricing training, combining interactive lectures and exercises in small groups, followed by group discussions. Though based on solid theory, the training is based around sharing plenty of real case examples, incorporating the pricing situation and issues of the participants. You learn all the in-and-outs of pricing research techniques to set value-based prices.


    By attending this training, you will learn to:

    • Better understand the core principles of value-based price setting, using customer data, including current practices and future trends
    • Understand techniques and tools from classic instruments to cutting-edge applied neuroscience and AI
    • Learn to identify how those techniques and tools can impact your profitability
    • Feel confident about the necessary scope of pricing research you may need

    This is your opportunity to learn, discuss and reflect on new trends and most used pricing research tools for value-based pricing.

    Participant Profile

    Management roles responsible for - or involved with - priced setting; such as pricing managers, pricing team members, marketing directors, marketing intelligence managers, customer intelligence managers and product managers.

    This training is for anyone who wants to improve their knowledge of the best practices in value-based pricing research techniques.

  • Module 1 | Introduction workshop and participants

    • Participants’ objectives
    • Participants’ pricing issues / business cases
    • Short overview of different topics that will be covered

    Module 2 | Pricing segmentation

    • The average (prospect) customer does not exist
    • Why and how to segment customers
    • How does this relate to price setting and portfolio development     

    Module 3 | Measuring Price Elasticity - Basic Tools

    • Using internal / historical data
    • Market tests
    • Price Sensitivity Meter (PSM )
    • Gabor Granger
    • Monadic Price Testing
    • Qualitative methods

    Team Exercise II

    Case studies on above techniques

    Module 4 | Understanding Price / Value and Value Drivers

    • The Price / Value map
    • The Brand map, usage and interpretation
    • Identifying the drivers of value
    • The Maximum Differential method as an alternative to drivers analysis

    Team Exercise I

    Case studies : Price Segmentation, Value map, Brand map applied on a business case

    Module 5 | NeuroPricing™

    • Neuroscience-based Pricing
    • Scalable NeuroPricing™ Online
    • Cases
    • Digitalization and NeuroPricing™ Online
    • Segmentation based on NeuroPricing™ Online

    Team Exercise III

    Interactive NeuroPricing™ Online

    Module 6 | Measuring Price Elasticity – Tools in the competitive context

    • Introduction to conjoint analysis
    • Choice-Based-Conjoint
    • Adaptive Choice-Based-Conjoint
    • NeuroPricing™ - Based Conjoint

    Team Exercise III 

    Apply conjoint techniques to participants’ business cases

    Wrap-up / lesson learned + personal action plan

  • Avatar

    Management Consultant and Pricing Advisor
    Dan Zatta

    Dan Zatta is one of the world’s leading advisors and thought leader in the field of Pricing and TopLine Excellence. As a management consultant for more than 25 years, he advises and coaches many of the world’s best-known organizations. He has led hundreds of projects both at national and global level for multinationals, small and medium-sized companies as well as investment funds.

    Dan has also written 20 books including The Pricing Model Revolution (Wiley, 2022), an international best seller translated in several languages. He also acts as keynote speaker at conferences, events, associations, and at leading universities. Additionally, he supports several CEOs of leading companies as personal topline coach.


    Director of Pricing Research
    Kai-Markus Mueller

    Kai-Markus Mueller is Professor of Consumer Behaviour at HFU Business School of Furtwangen University in Schwenningen, Germany, as well as Director of Pricing Research with Dutch consumer neuroscience pioneers Neurensics. Kai is co-author of The Invisible Game – The Secrets and the Science of Winning Minds and Winning Deals (Wiley, 2023).

    Previously, Kai founded a start-up and developed NeuroPricing™, a suite of neurotechnology-based methods to measure and model the optimal price – meanwhile acquired by Neurensics. He holds a PhD in neuroscience. His work has been featured by Forbes, Businessweek, ZDF, Der Spiegel, and many more.

  • Venue Information - Van der Valk hotel - Brussels Airport

    This designer hotel with a terrace is only 3.2 km from Brussels Airport and a 15-minute drive from the center of the city. Van der Valk includes a fitness center, free Wi-Fi and modern soundproof rooms with free soft drinks, tea facilities and water.

    Flat-screen cable TV, a work desk and tea and coffee-making facilities are standard in the air-conditioned rooms at Van der Valk Hotel Brussels Airport.

    Van der Valk Brussels Airport is a 5-minute drive from the NATO Headquarters. The Atomium is 20 minutes away by car. Guests can use a free airport shuttle service at certain times.

    Restaurant Catharina serves a mix of traditional and modern international cuisine in an elegant yet casual setting. Each morning, guests can enjoy a fresh and diversified breakfast buffet.

    Hotel Brussels Airport, Culliganlaan 4b 1831 Diegem Diegem

    Tel.: +32 2 277 20 00

    This email address is being protected from spambots. You need JavaScript enabled to view it.

  • Dates

    Type : In-Person
    Start : 28 Mar 2023 at 09:00
    End : 29 Mar 2023 at 17:00
    Duration : 2 days
    Location : Brussels

    Training Fees

    The normal fee for Research Techniques for Value Based Pricing is €1895.00 (+ VAT)

    The program fee includes

    The training fee includes :

    • Course material - print and digital
    • Coffee, tea & refreshments during the course
    • Lunches during the course

    It does not cover travel, accommodation or other incidentals.

    We recommend you to book your flights/travel/accommodation in advance to avoid last rates.
    We try to negotiate special hotel rates if possible - please ask the hotel for the best rates.

    If you have any questions, please connect with Astine Badeyan:

     * EPP reserves the right to cancel or postpone events/sessions, or alter the country, location/venue in case of force-majeur, unforeseen circumstances, or if minimum registration numbers are not met. In case of such cancellation, postponement or alteration by EPP, registrants will receive a rollover credit for attendance at the rescheduled sessions.

    For more information please have a look at our  Terms & Conditions

    Training Fee Discounts

    • BRING A COLLEAGUE AND GET -15% discount on both tickets
    • REGISTER WITH 3 AND GET -20% discount on your tickets

    EPP member ? Log-in to get your member discount. 
    Find all your benefits in the membership area.


Looking for advice or a customized training?

Contact our Learning & Development Managers:

Ripsime Matevosian - CPM programs and in-company/customized programs

Astine Badeyan – Open programs

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