Let‘s Democratize Pricing Insights

January 20, 2023 Let‘s Democratize Pricing Insights Frank Buckler Co-Founder, Supra.tools It’s five o’clock in the afternoon on a chilly autumn day in 2001. We’re running late. “Frank, did you check the beamer?” asks Eckhard Kucher – the co-founder of the world’s leading pricing consultancy. At that time, a management consultant always had a beamer […]

Pricing Software Explained

January 18, 2023 Pricing Software Explained Frank Buckler Co-Founder, Supra.tools It’s tough to understand how Pricing Optimization Software vendors actually differentiate. You get the impression that every kind of software says the same “we drive profits” and “we optimize your pricing.” From afar, it seems they do all the same, but the truth is they […]

Scientific study: This method is a revolution in price optimization

October 5, 2022 Scientific study: “This method is a revolution in price optimization” Frank Buckler Co-Founder, Supra.tools After 5,200 price tests on 13 consumer products ranging from snacks and pet food to electronics, the results are now available. The classical methods Conjoint (CBC), Garbor-Granger, Van-Westendrop, and Implicit Pricing Intelligence compete against each other. Under the […]

Pricing strategies for consumer products

September 26, 2022 Pricing strategies for consumer products Frank Buckler Co-Founder, Supra.tools Consumer goods pricing is not easy. After all, prices are ultimately set by retailers. Often times, they have other interests. But setting the right focus and using modern methods opens up completely new possibilities for a change in cooperation towards more optimal prices […]

How do I check the market product fit?

July 6, 2022 How do I check the market product fit? Frank Buckler Co-Founder, Supra.tools Successfully launching product innovations is a fine art. 95% of all market launches in the consumer goods sector fail. The reason is an inadequate understanding of the success drivers and a lack of understanding of how to really evaluate whether […]

Premium pricing strategy – The mark-up for your brand

June 15, 2022 Premium pricing strategy – The mark-up for your brand Frank Buckler Co-Founder, Supra.tools Knowing the right price premium for your brand is immensely useful, especially when developing a premium pricing strategy. It facilitates the pricing of entire product ranges. But it is also a key instrument for measuring the value of your […]

“The State of Pricing 2022” study for medium-sized consumer goods manufacturers

June 15, 2022 “The State of Pricing 2022” study for medium-sized consumer goods manufacturers. Frank Buckler Co-Founder, Supra.tools In cooperation with Ostfalia University, SUPRA conducted a survey of 255 marketing executives in the US and Europe. The results reveal an acute need for better pricing insights solutions. A staggering 88% advocate the use of Implicit […]

Inflation and Transitory Inflation – Meaning for the Pricing of Consumer Goods

June 10, 2022 Inflation and Transitory Inflation – What it means for the Pricing of Consumer Goods Frank Buckler Co-Founder, Supra.tools After an unusually long period of price stability, inflation returns and the inflationary pressures is rising on a monthly basis for the global economy. It feels like a thorn in everyone’s side – manufacturers […]

Implicit Intelligence™

May 13, 2022 The Conjoint Killer? Implicit Intelligence™- A new gold standard in price research Frank Buckler Co-Founder, Supra.tools Price research is a comparatively young discipline. Mainly because its importance has been underestimated to a large extent until today. Significant progress has been made with conjoint measurement and dynamic pricing. Despite all this, prices for […]

Conjoint surveys for pricing consumer goods: Why, when, and which conjoint analysis makes sense.

May 12, 2022 Conjoint surveys for pricing consumer goods: Why, when, and which conjoint analysis makes sense. Frank Buckler Co-Founder, Supra.tools “Conjoint” has become synonymous with high-quality pricing efforts. But like any “Shiny Object,” it has its rough edges and “ugly spots.” Let me look at the applications, advantages, and disadvantages of the various conjoint […]