The challenge
A global legal talent supplier wanted to validate and optimise its dynamic pricing strategy, which set prices based on a customer’s firmographic data. The client needed to ensure their model was perceived as fair and appealing by their core audience, particularly current and lapsed clients.
What we did
We designed a robust quantitative study using a conjoint analysis exercise embedded within an online survey to allow us to test the model's effectiveness. This exercise enabled us to deconstruct the current model and understand whether it was correctly prioritising key variables, such as client firm size, duration of engagement, or service type.
The impact of the research
The research provided clear, data-driven evidence that confirmed the overall validity of the existing pricing model. The analysis also led to a series of minor but impactful adjustments that improved the model's performance and perception among clients, ensuring it remained a competitive and effective tool for the business.
