Take Netflix as a well-known example. In 2022, the company introduced a new lower-cost subscription tier with adverts to counter falling profits and stagnating subscriber growth. This pricing shift attracted price-sensitive users and unlocked new ad revenue. Within two years, it helped reverse the decline, pushing quarterly revenue to a record high.
At DJS Research, we go beyond simply identifying optimal price points. We help organisations understand the broader pricing landscape – from how pricing influences customer perception and competitive positioning, to how it supports product differentiation and market entry. Our research explores pricing architecture, elasticity, bundling strategies, and behavioural responses, giving you a holistic view of how pricing can fuel long-term growth. Through rigorous methodologies, data modelling and evidence-led insights, we empower organisations to make confident pricing decisions.
Why is pricing research important?
Without robust evidence, many businesses rely on instinct or competitor benchmarks – guesswork that can lead to missed opportunities or costly missteps. That’s why pricing research is a critical investment – it turns uncertainty into informed strategy.
Effective pricing research helps you:
In practice, this means that pricing research can inform everything from product launches and promotional strategies to tiered service offerings and discounting approaches. Whether you are entering a new market, repositioning an existing brand, fuelling a growth strategy or optimising margins, evidence-led pricing insights ensure your strategy is commercially viable and customer-centred.
How do we do it?
We use a range of methodologies in our pricing research, carefully selected to align with your specific objectives. We often combine robust quantitative approaches with qualitative depth, ensuring we not only measure willingness to pay but also understand the why behind customer response to price and the impact of pricing strategies.
Our approach often includes:
By integrating these methods, we deliver nuanced insights that highlight the interplay between price, product features, and brand perceptions. Our team of experienced researchers ensures that findings are robust, commercially relevant, and actionable – empowering you to set prices that support growth while keeping customers at the heart of decision-making.
What makes our approach different?
At DJS Research, we believe pricing research should never be off-the-shelf. Every market, product, and customer base is unique – which is why we design bespoke pricing studies tailored to your business needs.
Our expertise lies in not just measuring numbers, but in interpreting what those numbers mean for your strategy. We provide clear, evidence-based recommendations rather than just data, helping you weigh trade-offs and understand the real-world implications of pricing decisions.
Unlike many agencies, our directors remain hands-on throughout the project, bringing decades of experience across sectors to ensure research is both credible and commercially relevant. And because we are employee-owned, our people are fully invested in the success of every project – going the extra mile to deliver insights that make a tangible difference.
As one of the UK’s leading full-service market research agencies, we combine advanced analytical techniques with a people-focused approach, ensuring that your pricing strategy is grounded in robust evidence and aligned with your brand’s unique strengths.
Ready to optimise your pricing?
To find out more about how our pricing research could help your organisation uncover the true value of your products and services, contact our team today.
"The team at DJS Research did a great job of responding to ever-changing demands on the challenging project we delivered together. They provided exemplar client care and delivered high quality outputs."
"DJS Research provide excellent service, great communication and high-quality deliverables in terms of research analysis."
"Rebecca and her team were brilliant to work with to deliver the first phase of our visitor research. She was always happy to go the extra mile to explain the process and outputs to an inexperienced client regarding our sensitive subject matter. The reports delivered are thorough and the clear graphic representations of the data make it them very useful tools for our ongoing work. We look forward to the next phase of work next year."
"This was our first time using an external agency to manage our market research. We were very impressed with the level of service and professionalism, which ultimately ensured DJS Research delivered exactly to our project objectives."
"Thank you so much for everything that you have done. I've been so impressed with all your hard work and professionalism and most importantly, the great survey that you delivered. We could not have chosen a better supplier, it has felt like a true partnership."
"I would recommend DJS Research to other agencies who require an accurate, timely and comprehensive piece of research. The staff were approachable, helpful and professional at all times, and they provided the outcomes required."
"We found DJS Research to be professional and able to turn around any requests very quickly. Overall the quality of information was good, costings were reasonably priced and the staff were friendly and approachable."
"We used DJS Research to complete a survey of employer skill needs after a very poor experience with another survey company. From the start we were impressed by their professionalism and high level of attention to detail. They were able to complete the survey on time and to high standards. Regular telephone and email updates kept us informed of their progress and ensured that any issues were dealt with at an early stage. We would recommend them to other companies looking to undertake similar work and plan to use them again in the future."
"The team at DJS Research understood and adopted our research proposal with ease. The team worked efficiently and proactively to deliver some meaningful results for us. We would definitely work with them in the future for any research need!"
"We have been working with DJS Research for 18 months on our customer satisfaction tracker and they have consistently delivered quality customer feedback. They are approachable, professional and extremely knowledgeable. We appreciate their experience and expertise so much so that we enlisted their help on additional research projects last year."
"The DJS Research team were excellent from the first point of contact all the way through to delivery of the results. Our brief was fully understood and the survey designed appropriately – their expertise enabled us to measure outcomes which we had initially not considered. A fantastic service throughout – we look forward to our next project with DJS Research."
"Very happy with the service provided by DJS Research. They are easy to work with and happy to be flexible during the project. The project that we worked on with them included a lot of our senior stakeholders and external stakeholders. These relationships are hugely important and DJS Research have worked extremely well with these stakeholders to ensure that the interviews were done professionally and to great quality."
We build small, director-led, teams of sector experts who are with you from brief to debrief. As an employee-owned company, every one of us is invested in delivering quality, value, and long-term impact.
From agile testing to deep-dive strategic studies, we design research to meet your specific objectives. The agility of our in-house operations team and strength of our UK-wide recruiter network enable seamless execution at scale.
Our sector-focused teams have decades of experience understanding audiences and the complexities of the markets in which our clients operate. Working collaboratively we deliver actionable insight which drives positive change.
We build small, director-led, teams of sector experts who are with you from brief to debrief. As an employee-owned company, every one of us is invested in delivering quality, value, and long-term impact.
From agile testing to deep-dive strategic studies, we design research to meet your specific objectives. The agility of our in-house operations team and strength of our UK-wide recruiter network enable seamless execution at scale.
Our sector-focused teams have decades of experience understanding audiences and the complexities of the markets in which our clients operate. Working collaboratively we deliver actionable insight which drives positive change.
Contact us to discuss your market research project and how we can become an extension of your team.
Contact us
Contact us to discuss your market research project and how we can become an extension of your team.
Contact us 
