Innovation & Pricing
Build what consumers actually want — and price it in the sweet spot where demand meets revenue.
Great products don’t sell themselves. Neither do mediocre ones with great prices. Getting innovation right means understanding what consumers need before you build, validating what you’ve built before you launch, and pricing it in a way that maximizes both adoption and return.
That requires research — and the right kind at each stage of the journey.
The best innovation work doesn’t start with a product idea. It starts with a consumer truth.
How Langston Delivers It
Custom Research is almost always the right answer for innovation and pricing work.
Innovation is inherently specific. You’re not asking what consumers think about a category in general — you’re asking whether your concept resonates, what your product should include, and exactly what price will maximize your return.
That level of precision requires a study built around your specific product, your specific consumer, and your specific business questions. Langston’s Custom Research team builds innovation and pricing studies using a modular library of rigorously developed methodologies — each designed to deliver the kind of quantitatively robust, decision-ready insights that move products from concept to market with confidence.
Decision-ready research modules for innovation and pricing.
These modules can be deployed individually or combined into a comprehensive innovation and pricing program, sequenced to match where you are in your development process.
Consumer Needs
Quantify the prevalence, importance, and “metness” of consumer needs using Langston’s modified Jobs-To-Be-Done (mJTBD) approach. The essential first step for any innovation program.
Concept Test
Measure desirability, willingness-to-pay, and barriers to adoption for up to five product concepts — so you know which ideas are worth investing in before you invest in them.
Product Configuration
Uncover which product features and service elements consumers value most, unlocking actionable direction for both product development and pricing strategy.
Price Sensitivity Test
Illuminate the price range for your product that will generate the highest returns — identifying both the floor and ceiling of consumer tolerance.
Pricing Optimization
Generate demand curves, identify revenue and profit maximization points, and uncover price cliffs — so you can price with precision rather than intuition.
When Landscapes Is the Right Starting Point
Start broad before you go specific.
Before you can validate a concept, you need to know where to focus. That’s where Landscapes earns its place in the innovation process.
Landscapes is exceptionally well-suited for the early, directional phase of innovation work — understanding the lay of the land before you commit to a specific product direction. Because Landscapes tracks consumer attitudes, behaviors, and preferences continuously across categories, it can illuminate category whitespace, surface underserved consumer needs, and reveal how different audience segments are engaging with your category right now.
Foundational questions Landscapes can answer.
That kind of intelligence — fast, broad, and benchmarked — gives your innovation team a powerful foundation to build from before a single concept is written.
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01
Where are consumers in my category
underserved — and by how much? -
02
Which consumer segments represent
the greatest unmet need? -
03
What are the primary purchase criteria
driving decisions in my category today? -
04
Which channels are consumers using to
discover and evaluate new products? -
05
How do preferences and needs differ
across the audience groups I’m targeting?
From data to decisions with Insights Assistant
Innovation research generates some of the richest, most complex consumer data your team will ever work with — and translating it into a clear narrative for leadership, product, and marketing stakeholders is no small task.
Every Langston engagement includes access to Insights Assistant, our AI-powered analysis tool, which helps you move from detailed consumer findings to crisp, compelling direction. It surfaces the “So what?” and the “Now what?” so your team can spend less time decoding data and more time building great products.
Learn more about Insights Assistant