Ebook: The Price Is Right?
Pricing used to be a lever for growth. Today, it’s a source of uncertainty.
US shoppers are under pressure, but they’re no longer responding predictably to familiar pricing tactics. Small changes in price, promotions, or mechanics can now trigger disproportionate reactions, from brand switching to basket abandonment, often without warning.
Yet many pricing decisions are still made without clear visibility into how consumers actually perceive price.
What This Report Helps You Solve:
- Pricing decisions that feel high-risk
When margins are tight, even minor pricing adjustments can have unintended volume impacts. This report shows how shoppers judge “fair value” today, so pricing changesdon’t backfire. - Promotions thatfail todeliver return
Discounting remains widespread, but unclear or overly complex promotions are increasingly ignored. The report identifies which pricing signals actually register with consumers and which quietly erode margin. - Outdated pricing tactics that no longer work
Mechanics like charm pricing and complex offers are still widely used, despite declining impact. This research reveals what shoppers notice, trust, and respond to now. - Loss of price trust at shelf
Consumers are becoming more sceptical of pricing cues. The report explains how clarity, simplicity, and perceived honesty influence confidence and long-term loyalty. - Decisions based on assumption rather than behaviour
Trusted by:
| Vypr has completely changed the way that our business functions, with consumer insight now playing an integral role in our brand strategy and transforming our approach to retailer negotiations. The rapid turnaround in data collection is incredibly beneficial in the fast-paced FMCG market, enabling us to respond swiftly to changes |
About Vypr
Vypr helps retailers de-risk product development and make faster, more confident decisions by delivering rapid, reliable consumer insight. Our platform uses behavioural science and agile testing to validate product ideas, packaging, pricing, and messaging with public and tailored demographics, in as little as 48 hours.
By understanding what truly drives purchase intent, retailers can optimise their ranges, reduce failed launches, and improve on-shelf performance, all before going to market. Using Vypr leads to better shopper engagement, faster time to shelf, and stronger commercial results.
Spotlight: Pricing Steer
Unlock behavioural precision in every price decision with Vypr’s Pricing Steer. Our System 1 driven test that blends Gabor-Granger methodology with real shopper psychology.
What it delivers:
- Revenue and profit-maximising price points
- Predicted gross margin and elasticity by product
- Category-level price thresholds and consumer sensitivity
