Products, Pricing and Innovation
Developing an offering people value and choose
At VALORE, we research needs, evaluate product and service concepts, and analyze how people respond to different options and prices. We provide evidence to guide innovation, improve the offering, and define combinations of benefits and commercial terms that are attractive to the market and viable for the business.
Intelligence for your decisions
Every product, service, or pricing decision involves an expectation about the market’s response. Understanding what people need, which benefits they value, and how much they are willing to pay helps assess these expectations before committing resources. Our research supports the development of the offering, from identifying an opportunity to launch and subsequent evolution.
Identify innovation opportunities
Identify insufficiently met needs, usage difficulties, and behavioral changes that may give rise to new products and services.
Evaluate ideas before investing in development
Analyze the appeal, relevance, and differentiation of different concepts to identify which should be developed and which aspects need adjustment.
Improve products and services
Understand how the offering performs during use and which attributes contribute to its evaluation, preference, and adoption.
Define prices and commercial terms
Analyze the relationship between benefits, perceived value, and willingness to pay to assess pricing alternatives and anticipate possible changes in choice.
Optimize portfolio configuration
Assess the role of each product or service, preferences across versions, and opportunities to complement or replace options within the offering.
Our research areas
Needs and innovation opportunities
We explore what people seek to resolve, the limitations of current alternatives, and changes in their expectations. We identify opportunities to guide idea generation and focus innovation on needs that are relevant to the market.
Product and service concepts
We assess how product and service ideas are understood and valued, which benefits generate interest, and which uncertainties or barriers may limit adoption. This evidence supports comparison of alternatives, refinement of their features, and selection of the most promising concepts before moving into development.
Product performance and experience
We analyze responses to a product or service during use, considering functionality, ease of use, presentation, and fulfillment of expectations. The evaluation identifies strengths and areas for improvement and clarifies how the experience compares with other alternatives.
Pricing and perceived value
We investigate how price relates to expected benefits, market references, and willingness to pay. We evaluate sensitivity to different terms to guide pricing decisions and understand their possible effects on acceptance and preference.
Offering and portfolio configuration
We examine which attributes, benefits, and combinations are most attractive to different audiences. We analyze relationships among products, versions, and packages to guide portfolio composition, identify unmet needs, and assess potential substitution effects.
What does your organization receive?
Depending on the project’s objectives and scope, your organization will receive:
- An identification of needs and opportunities, to focus the development and improvement of products and services.
- An evaluation of the concepts or alternatives analyzed, including their strengths, adoption barriers, and aspects requiring adjustment.
- An analysis of the most valued attributes and benefits, to guide decisions on design, functionality, and configuration.
- An analysis of pricing and willingness to pay, when included in the scope, with the assumptions and limitations needed to interpret the results.
- Priorities and recommendations linked to development, launch, pricing, or portfolio composition.
- An executive presentation and a working session to discuss the implications of the findings and next steps.
The VALORE approach
We start with the decision your organization needs to make and the product or service’s stage of development. We define what needs to be explored, compared, or validated, considering relevant audiences, market alternatives, and the information available.
We design the research to understand reasons for acceptance and rejection, benefits that generate interest, and conditions that may encourage adoption. We interpret people’s responses in light of how they would choose and use the product or service.
We work with your team to connect findings with business capabilities, costs, and commercial objectives. This integration helps establish development priorities and define which adjustments or validations should be completed before moving forward.
Frequently asked questions
Can we research an idea before a finished product exists?
Yes. We can work with descriptions, concepts, images, or prototypes, depending on the stage of development. The important point is to present the idea clearly enough to assess its benefits and features without creating expectations the final product cannot fulfill.
Can different versions of a product or service be compared?
Yes. We can evaluate alternative features, benefits, presentations, or packages to understand preferences and the reasons behind them. The design depends on the differences to be analyzed and the decisions to be made.
Can research determine the selling price?
It provides criteria for assessing pricing alternatives, considering sensitivity, perceived value, and willingness to pay. The final decision also requires integrating costs, margins, channels, competition, and commercial objectives.
Does purchase intent predict sales?
It provides a reference for assessing interest but does not directly equate to future sales. Interpretation must consider factors such as availability, distribution, product awareness, and actual purchase conditions. When included in the scope, we can develop scenarios with explicit assumptions.
What do we need to request a proposal?
The decision you want to inform, the stage of development, your target audience, the alternatives or materials available, and when you need the results. This provides the basis for defining the appropriate scope and research design.
Contact us
Let’s discuss your next project
Whether you want to develop a new product or service, improve your current offering, or review pricing and your portfolio, we can help you assess alternatives and define what should be validated before moving forward.