When entering new markets or updating pricing for existing ones, relying on gut instincts or copying competitor prices can be risky. Pricing in a single market is already complex, but when you're dealing with multiple countries, currencies, and consumer behaviors, the complexity multiplies fast. That’s where formally structured price sensitivity studies help bring clarity.

Why structure matters in global pricing research

Global pricing studies serve multiple objectives: identifying price elasticity, understanding what consumers are willing to pay, revealing psychological price thresholds, and aligning those results with business goals. Trying to measure all of these without a structured, repeatable approach often leads to inconsistent data that can’t be compared across regions.

Here’s why structure is key in a multi-market study:

• Comparability across countries: A consistent approach allows you to spot trends, outliers, and opportunities across regions.
• Alignment with business goals: Structured studies stay focused on what matters – like gauging readiness for premium pricing or identifying cutoffs for cost-sensitive markets.
• Consistency in execution: Using standardized methods ensures that variability in translation, sample recruitment, or platform use doesn’t skew your insights.
• Scalability: Once the framework is in place, it’s easier to add new markets or adjust pricing tiers as new data comes in.

Common challenges in unstructured pricing research

Without a defined framework, pricing data from different markets can quickly become apples-to-oranges. One market may use a Van Westendorp Price Sensitivity Meter, while another uses Gabor-Granger. Or, country-specific adjustments – like taxes and shipping – don’t get accounted for, leading to misleading results.

Additionally, cultural interpretations of value differ. For instance, what seems “affordable” in one market may signal low quality in another. Only a well-structured study – guided by professionals who understand local and global dynamics – can account for these nuances.

Balancing speed and structure

In today’s environment, businesses are under pressure to move fast. Thankfully, tools like AYTM make it easier to launch cost-effective studies across countries with automation and intuitive designs. But structure is what ensures the data from those studies actually leads to decisions.

That’s where SIVO’s On Demand Talent adds immense value. These experts can build structured pricing studies tailored to your markets and translate insights into clear guidance for your pricing strategy – all while working flexibly alongside your existing team.

DIY research platforms like AYTM (Ask Your Target Market) have transformed how companies approach pricing research. Today, insights teams can program and launch international studies in days instead of weeks, with sample, survey flow, and data quality all managed in one place. But to get meaningful global price sensitivity insights – not just piles of data – you need to know how to use these tools strategically.

How to run pricing sensitivity studies in multiple markets with AYTM

AYTM offers a number of built-in tools to test pricing, including:

• Van Westendorp: Measures perceived price ranges (Too Cheap to Too Expensive)
• Gabor-Granger: Tests purchase intent at specific price points
• Custom monadic tests: Compare fixed pricing options in isolation

Using AYTM, these studies can be duplicated across markets with localized translations, enabling clean side-by-side comparisons as long as the design remains consistent. You can also segment price sensitivity by demographic groups, location, or shopping behaviors within each market.

Best practices for global price elasticity analysis using AYTM

To get reliable cross-market insights from your price sensitivity research:

• Use unified survey design: Maintain consistent formats and structures for each country to enable valid comparisons.
• Account for local currencies and purchasing power: Provide pricing in localized formats and consider showing equivalent products when relevant.
• Layer in behavioral context: Assess not just price reaction, but also brand, product positioning, and perceived value in each country.
• Include sample controls: Ensure country-specific samples reflect realistic consumers – aligned with purchase scenarios and target audiences.

For example, a fictional beverage brand testing global launch pricing might use AYTM’s Van Westendorp model across five countries. With On Demand Talent guiding the survey setup, they'd ensure the data collected reflects real local preferences, adjust inputs for taxes and shipping, and avoid common pitfalls like asking unfamiliar price scales.

Why expert-led support is essential

AYTM delivers speed and flexibility – but knowing how to design multi-market pricing studies and interpret price elasticity correctly is an art form. That’s where SIVO’s On Demand Talent comes in. These experienced insights professionals can help teams avoid missteps, fine-tune tool usage, and ensure your pricing research is aligned with your business objectives.

Whether you’re navigating how to test price thresholds for international products or comparing regional expectations, AYTM – paired with the judgment of seasoned researchers – gives you both efficiency and confidence. It’s the difference between data that sits in a file, and insights that drive action at a global scale.

One of the most critical elements of global pricing research is identifying how different customer segments respond to various price points. This means capturing both regional price thresholds and measuring price elasticity in each market – which can vary significantly depending on purchasing power, cultural norms, local competition, and perceptions of value.

What is Price Elasticity and Why Does It Matter?

Price elasticity measures how sensitive demand is to changes in price. A product with high elasticity will see significant shifts in demand based on small price changes, while a product with low elasticity will experience little change regardless of pricing shifts. This metric helps you understand whether price is a key factor in purchase decisions, and how much flexibility you really have when it comes to raising or lowering prices.

Analyzing elasticity across markets allows companies to:

• Tailor pricing to regional buying power and consumer value perception
• Avoid pricing products too high in price-sensitive areas
• Capitalize on premium potential in less price-sensitive markets
• Model financial outcomes and revenue potential under different pricing strategies

How Tools Like AYTM Help Reveal Regional Insights

DIY research platforms like the AYTM platform are useful for conducting multi-country price sensitivity analysis. Techniques like Van Westendorp Price Sensitivity Meter or Gabor-Granger pricing can be used across geographies to pinpoint acceptable price ranges and identify how consumer willingness to buy changes by region.

For example, a fictional beverage company might discover that in the U.S., consumers are comfortable paying $2.50 for a premium bottled juice, but in Southeast Asia, the acceptable range caps at $1.80. With this insight, the company can recalibrate pricing, packaging, or even formulation by market.

Best Practices for Measuring Thresholds Across Markets

While DYI tools simplify the execution, consistent structure and thoughtful design are crucial when comparing results globally. Here are a few tips:

• Localize your language and pricing units (e.g., currency, units of measure)
• Account for tax-included vs. tax-excluded norms when showing price points
• Test product descriptions with local nuance without altering core meaning
• Include a wide enough price range to capture extremes, without biasing responses

When done correctly, global pricing studies not only identify safe pricing corridors within each region – they create the foundation for smarter global portfolio strategy and regional marketing decisions.

DIY tools like AYTM have made pricing research more accessible and efficient – but they’re not without risks. Without proper setup and interpretation, results can mislead businesses and lead to misaligned pricing strategies across markets. To get the most value from your investment, it’s important to be aware of the most common pitfalls and how to avoid them.

1. Inconsistencies in Study Design Across Markets

One of the biggest issues in multi-market studies is inconsistency. If the questionnaire, pricing scales, or descriptions are not aligned across regions, you risk comparing apples to oranges. For example, referencing price in USD in one country and local currency in another without adjusting for exchange rate or consumer behavior differences can distort perceived value.

To avoid this, build a centralized framework and tailor only where absolutely necessary. This ensures results are comparable while remaining culturally relevant.

2. Misinterpreting Price Sensitivity Metrics

DIY platforms offer advanced outputs – but without a solid understanding of price sensitivity models like Van Westendorp or Gabor-Granger, teams may misinterpret what the data is really saying. Price elasticity curves can be influenced by product familiarity, category norms, and survey setup. This can lead to choosing the wrong price points or assuming linear demand relationships that don't exist.

Bringing in experts, even temporarily, helps ensure modeling is valid and insights support your core business questions.

3. Skipping Qualitative Validation

Relying only on numbers misses an essential layer: the “why” behind purchasing behavior. In many markets, cultural factors influence how consumers perceive price and value. Without talking to actual users, you might miss contextual reasons driving responses. Weak qualitative design or skipping qualitative altogether is a common mistake when rushing through DIY setups.

4. Over-Reliance on Automated Recommendations

AI-powered survey tools can provide quick suggestions or optimal pricing points – but don’t forget that algorithms follow rules, not context. Human review is still crucial to challenge initial findings, stress-test options, and align insights with broader market dynamics. Automated dashboards are the beginning, not the end, of decision-making.

Implementing a structure along with some expert review ensures velocity doesn't come at the expense of quality.

The rise of DIY tools like AYTM has opened new doors for businesses needing to run quick, cost-effective pricing studies. But few organizations have the internal capacity or expertise to lead complex, multi-market pricing research at scale. That’s where leveraging SIVO’s On Demand Talent can make all the difference.

Bridging Skill Gaps Without Full-Time Hires

When internal teams are stretched or lack specialized backgrounds in pricing methodologies, On Demand Talent steps in. These are experienced consumer insights professionals who integrate seamlessly into your team to guide the design, execution, and analysis of global pricing efforts.

Unlike freelancers or consultants who work in isolation, these experts collaborate closely with in-house staff, offering hands-on support while transferring knowledge that strengthens internal capabilities.

Hands-On Expertise With Platforms Like AYTM

Many pricing studies today use self-serve tools. But just having the platform isn’t enough – you need someone who knows how to use it effectively. On Demand Talent often bring real-world platform expertise across tools like:

• AYTM for agile pricing research
• Qualtrics or SurveyMonkey for broader studies
• Tableau or Power BI to visualize elasticity curves and pricing scenarios

This allows your team to fully leverage technology – not just own it.

Flexible Engagement for Global Coverage

From quick-turn benchmarks in two countries to multi-phase international pricing research, On Demand Talent is adaptable. Whether you need help for a few weeks or strategic leadership over several months, the goal is always the same: to unlock high-quality insights quickly and cost-effectively, without sacrificing accuracy.

This approach is especially helpful when:

• Your team is new to global pricing research
• You’re testing new product categories or entering new markets
• You need to upskill your team while ensuring project delivery

Driving Smarter, Faster Pricing Decisions

In a world where pricing strategy is increasingly tied to growth goals, On Demand Talent ensures you’re not just collecting data – but using it to lead with confidence. Instead of trial-and-error or rushed decisions, you get clear, actionable pricing insights designed to scale product success across regions.