Episode 4: Pricing Research for Better Marketing Strategy with Renato Silvestre

In this episode of Pebble Presents, host Emelia Rallapalli is joined by founder of Strategence, Renato Silvestre. They discuss the critical role of pricing research and explore the importance of pricing in determining budgets, go-to-market strategies, and profitability. This conversation delves into the best time in product life cycles to conduct pricing research, various methodologies available, and how to select the right study based on development stages and risk tolerance. They also discuss the collaborative nature of pricing research, and the pros and cons of DIY research. Finally, they provide insights on how to effectively sell pricing research internally and what to look for in a research partner.Emelia Rallapalli is the founder of Pebble - a brand strategy and marketing research consultancy. Pebble provides custom-made research programs, marketing strategy consulting, and account planning services. Renato Silvestre is a seasoned research and analytics leader with over 30 years of experience delivering actionable insights that drive business growth. As Founder + Chief Insights Innovator at Strategence, Renato combines deep expertise in market research, data science, and AI with a creative, strategic mindset. With a passion for innovation and a hands-on approach to research from exploratory ideation through in-market tracking, Renato is recognized for turning complexity into clarity and impact.Welcome to Pebble Presents.- - - - - - - - -If you liked this episode of Pebble Presents, please share it with colleagues and friends! Find us on Apple Podcasts and Spotify to rate/review/subscribe to the show.Want more? Visit PebbleStrategy.com. You can also find us on LinkedIn (linkedin.com/company/pebble-strategy/) and Instagram(instagram.com/pebblestrategy/). Thanks for listening and joining the conversation!Resources and References Strategence: https://www.strategence-us.com/Strategence on LinkedIn: https://www.linkedin.com/company/strategenceStrategence on Instagram: https://www.instagram.com/strategence_smartsShow Notes 0:23 - Emelia introduces today’s topic and special guest: Renato Silvestre3:14 - Renato shares when someone should consider pricing research 4:34 - Emelia asks Renato if there is a case for doing pricing research at different stages of development 7:50 - Renato shares common types of pricing studies that marketing professionals should be familiar with9:07 - Renato explains how to determine what kind of pricing study is best for the decision being made13:04 - What Renato means when he refers to “level of risk” a marketer has in pricing research15:59 - Emelia and Renato discuss the importance of partnership, as well as projects they’ve collaborated on17:47 - Renato shares where pricing research goes wrong19:48 - Emelia and Renato discuss the pros and cons of DIY pricing research 25:26 - Renato and Emelia cover how executives can make the case for pricing research in their organization26:40 - Renato shares advice for what kind of questions marketers should ask when talking to a potential partner re: pricing research 28:45 - Episode wrap-upEpisode CreditsExecutive Produced & Hosted by Emelia RallapalliProduced by Stephanie Watanabe Editing and Post Produced by Erin ZimmermanArtwork and Design by Liisa Turan-Walters