Customer Value and Voice of Customer to Set Price: Leverage Your Market Experience

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Pricing efforts in the New Product Development (NPD) cycle can have an outsized impact on the success of your next offering launch. The best way to ensure a successful pricing strategy upon launch is to incorporate value and voice of customer research early on in the development process, and apply those findings when entering new markets.

In this session, we will explore best practices for clarifying your value proposition, setting your prices from that value proposition, and leveraging that value story into new country markets.  During the webinar, Tim Smith, PHD, CPP, will cover: 

  • Price Setting from Economic Value to Customer studies.
  • Informing pricing with Voice of Customer research.
  • Efficiently and effectively driving pricing decisions during the New Product Development cycle.
  • Adopting prices to country market specific conditions efficiently with LeveragePoint.


Tim J. Smith

Tim J. Smith

Tim J. Smith, PhD, is the founder and CEO of Wiglaf Pricing, an Adjunct Professor of Marketing at DePaul University, and Academic Advisor to the PPS Certified Pricing Professional (CPP) program. He authored Pricing Done Right: The Value-Based Pricing Framework Proven Successful by the World’s Most Profitable Companies (2016) as well as the globally leading textbook Pricing Strategy: Setting Price Levels, Managing Price Discounts and Establishing Price Structures (2012). At Wiglaf Pricing, he is supporting startups through Fortune 500 companies by consulting, training, books, and other media.

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