1Step 1
Measure true willingness-to-pay in days
Reaction-time-based pricing tests with your audience, not stated preference, not what people say they’d pay. We measure what they actually choose under cognitive load.
Pricing decisions
Customers do not react to price the way your price list assumes.
Within certain price ranges, demand barely moves. Average elasticities smooth these plateaus away, which is why cost-plus and competitor-led pricing miss them. At Interquell, a 20% price increase lifted profit by 500%. We find where your plateaus are, and what customers will actually do when the price changes.
How it works
Three steps from question to confident pricing decision.
2Step 2
Simulate profit at your margins
Scenarios show by SKU and market your pricing sweet spot, and the trade-offs between volume, margin, and brand positioning.
3Step 3
Roll out with guardrails
An executive session turns the evidence into a board-ready soft-launch plan, with guardrails that limit the downside while the market responds.
Recent client outcomes
Pricing decisions leadership teams made with us.
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Profit boost by 16% through raising pricing
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SKU-level margin expansion without losing volume
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Successful product launches of MOVE and ROAM
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Increasing profit and volume while competition cut prices by 50%
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Boost profits by 25% with optimal price for custom wall calendars
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Increase pricing by 20% to lift profits by 500%
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Successful price increase for selected product brands
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Switched customers to a new product with increased credit card fee
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Increasing prices with minimal churn, and counting
Our clients talk openly
What pricing leaders say.
The SUPRA Price & Product Optimizer helped us increase profits. Particularly impressive is the profit simulator, which makes it easy to understand the influence of costs on the optimal price.
Bodo DrieschnerUniCredit The Price Optimizer tool has also helped unlock pricing opportunities and we will use it again.
Anne-Laurence PicardTimberland The board did not believe at first, so we tested the price in a test market. Results match nearly 100%.
Thomas StoykeInterquell The math behind pricing
Pricing is your #1 profit lever.
Most levers move profits linearly. Pricing doesn’t. The math is asymmetric in both directions, and that’s why getting it right matters disproportionately.
Scenario
Low margins
A price increase that doesn’t affect sales goes straight into the bottom line. When margins are thin, every euro of price uplift is pure profit. Pricing courage is the highest-leverage move in the P&L.
Scenario
High margins
A price decrease that boosts sales exponentially will boost profits. When you’ve over-priced premium positioning, careful repositioning unlocks volume that high margins can absorb.
Common questions
Pricing consulting, FAQ
How much does SUPRA pricing consulting cost?
SUPRA doesn’t sell a fixed pricing package. Engagements are scoped around the specific pricing decision in front of you, the SKUs, markets, and margin question involved, so the investment matches the scale and stakes. The first conversation is about that decision, not about a package.
How does SUPRA measure willingness to pay?
Through reaction-time-based implicit measurement rather than asking people what they’d pay. Stated-preference methods are biased by the say-do gap, people are unreliable narrators of their own wallets. We measure what buyers actually choose under cognitive load, then apply Causal AI to model profit at your real margins.
How is SUPRA different from Simon-Kucher for pricing?
Simon-Kucher leads on pricing strategy and commercial architecture. SUPRA measures the causal input that pricing strategy depends on, true, often non-conscious willingness to pay and the real drivers of choice. Simon-Kucher engineers the price; SUPRA reveals what the market will actually do when you change it. More in how SUPRA differs from Simon-Kucher.
What profit uplift can pricing optimization deliver?
Moving beyond cost-plus pricing, SUPRA identifies demand plateaus, price ranges where you can raise price without losing volume. For one manufacturer, re-architecting prices across the range this way delivered up to a 5× (500%) profit increase on specific product lines. Actual uplift depends on your category and current pricing maturity.
How fast are pricing results?
Reaction-time pricing tests measure willingness-to-pay in days, not weeks or months. A typical engagement moves from question to a board-ready, guard-railed pricing decision in weeks, with a profit simulation at your own margins.
Where we start
One pricing decision in front of you?
Tell us which one: the SKUs, the markets, the margin question. The first conversation is about that decision, not about a package.
