The Price is Right, But Why? Adding Qualitative Depth to Price Sensitivity Research

Price sensitivity research tells you what people will pay. It rarely tells you why, and the why is where pricing strategy lives. Behind every acceptable, expensive or too-cheap price point sits a judgement about value, and when that reasoning stays hidden, pricing decisions are made on thresholds alone.

In this session Charlotte Morelli shows how Conveo clients now pair price sensitivity questions with AI-moderated probing, so every respondent explains the thinking behind their answer in their own words, at the scale of a quantitative study.

Using real examples, she walks through how those explanations reshape packaging, positioning and value communication, and how research teams can start adding this layer to their own pricing work.

Key Learnings:

1. Why price sensitivity data alone shows you where the thresholds are but not what drives them, and how a single well-timed follow-up question changes what you can act on.
2. How to design price sensitivity questions with AI-moderated probing so every respondent explains their answer, without adding weeks or a separate qualitative phase.
3. How to turn those explanations into pricing decisions across packaging, positioning and value communication, with examples of what clients changed as a result.