Pricing Research

Finding the Optimal Pricing Structure for a Flagship Security Product

Challenge

The product management team for a leading enterprise SaaS organization was looking to revamp the price structure of its flagship security product. It hoped to make changes that would make it competitively priced and optimized for new customers, while not turning off existing customers. Key questions included:

  • What are the optimal price points for this product?
  • What is the recommended term discount proposal for the product’s feature mapping?
  • What is the recommended volume discount proposal for the product’s feature mapping?

The GLG Approach

GLG conducted a blinded conjoint survey fielded to an expert panel of 300 U.S.-based IT executives employed at organizations with more than 2,500 employees. The panel was made up of decision-makers and influencers responsible for evaluating and implementing network access control products and solutions.

Outcome

The GLG Surveys Team identified key feature optimizations between product tiers and customer pricing sensitivities. The project team modeled term- and volume-based discounts that could maximize revenue and presented the executive summary of the research to the client.

The client found that its initial pricing model was relatively close to its respondents’ willingness to pay. At the end of the study, they adjusted their Tier 1 and Tier 2 pricing higher and adjusted their Tier 3 pricing lower.

Why GLG?

GLG sourced 300 enterprise IT executives to participate in a study that helped our client ensure that its pricing structure remained competitive while keeping customers happy.

Best-in-class Panels:

GLG’s proprietary network includes a cast of enterprise IT executives, ensuring that the results of your study come from highly experienced buyers.

Focused Methodologies:

The GLG Surveys Team conducted six survey pretests to optimize the online research instrument and confirm the exercise mirrored real-life buying patterns, including industry-standard discounting.

Dedicated Service Teams:

GLG Projects managed the engagement end to end to help maintain data quality and on-time end-to-end delivery.

Let us start helping you today.

As the world’s knowledge marketplace, GLG connects clients to the subject-matter experts who can provide real-world insights to make informed decisions. Our team of professionals work with you to create a tailored approach that identifies, assesses, and answers your questions on your timeline. We bring the power of insight to every great professional decision.

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