Eureka has launched Pricing Decisions, a consultancy specialising in pricing consulting. Pricing Decisions will conduct pricing surveys, analyse company databases and scan data, and offer general consultancy services dealing with strategic and tactical pricing issues.

Pricing Decisions has been established to build upon the interest and expertise in pricing research of its directors, Tim Bock and John Sergeant.

In addition to using choice modelling and other traditional pricing research techniques, Pricing Decisions uses recent advances in econometrics and statistics. These advances answer more complex pricing questions, such as how to price across a large range of stock keeping units (SKUs), which product and service features are best at creating harvestable customer value, and how SKUs’ sales will change if an Every Day Low Price (EDLP) is implemented.

John Sergeant will be managing director of both Pricing Decisions and Eureka. Tim Bock will be primarily responsible for the consulting activities of Pricing Decisions. Pricing Decisions will access the skills of Eureka’s consultants on a needs basis, giving the business expertise in the four key disciplines of pricing: marketing, psychology, economics and accounting.

The office is located on Sydney’s King Street in Newtown.

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