Kantar Concept eValuate Adds Price Sensitivity Module

Kantar has added a price sensitivity module to its Concept eValuate suite, to help brands identify the ideal price range for new products.

As part of the suite of innovation testing solutions on the Kantar Marketplace on-demand research platform, the Concept eValuate suite of tools is used to test and optimize new product or service concepts. This is achieved through a framework which can be applied across a range of verticals, with feedback available in as little as 24 hours.

Users of the new sensitivity module can determine appropriate price ranges and thresholds, and how they vary by consumer target. The module can also be used to diagnose how price sensitive consumers are towards a brand concept.

Anita Watkins (pictured), Global Innovation Solutions Leader, comments: 'Pricing strategies in uncertain times should be carefully approached. Ultimately, cautious spending does not remove the opportunity to sell at a premium price, but it does mean that brands must continue working hard to innovate and justify their price points. Now more than ever, automated research comes into play, delivering fast and accurate insights at a fraction of the usual time and cost'.

Web site: www.kantar.com .