PRESENTER: Greg Thomas, Director of Research, Pricing Solutions Greg Thomas leads the pricing research practice at Pricing Solutions. In that capacity, he leads pricing research projects from start to finish. Greg has worked with leading organizations in industries as diverse as packaged goods, pharmaceuticals, manufacturing, financial services, high technology and media. The typical payback on a pricing research project is at least 10:1. Greg consistently achieves these types of returns by bringing a unique blend of experience in research, pricing, economics, sales and finance to bear on clients' pricing problems. Prior to joining Pricing Solutions, Greg spent several years as both a market researcher and a sales & marketing director. Since joining Pricing Solutions, Greg has spearheaded many important initiatives. He has developed a world class competency at accurately forecasting the impact of implementing different pricing strategies. This has been achieved by developing creative proprietary methods in survey design, modeling and quality assurance processes that generate more accurate forecasts and lead to better business results. Greg graduated in 1998 with a Master’s of Science in Economics from the University of Guelph. His research thesis examined the economic returns gained from investments in research. Greg also leads a Pricing Research course for the Professional Pricing Society, publishes Pricing for Researchers, a bi-monthly newsletter and serves on the national MRIA (Market Research & Intelligence Association) membership committee. What is your Brand’s Pricing DNA™? Every good marketer including pricing managers should know their Brand’s Pricing DNA™. Do you know yours?   It is important to understand your Brand’s Pricing DNA™ so that you can manage your pricing strategy and not react blindly to competitor’s actions and customer challenges.   What is Pricing DNA™? A brand’s Pricing DNA™ is the combination of several different perspectives on how your brand’s price impacts its performance in the market. Are your brand’s sales impacted more or less to a price change relative to direct competitors? Is your brand a price change leader or follower in the category? If you raise prices and lose sales, which competitive brands gain those sales? If you lower prices and gain sales, which competitive brands lose those sales? If you lower prices how much volume must you capture to make it a profitable decision?   All this and more add up to your Brand’s Pricing DNA™. Gaining this intelligence will frame all future pricing strategy discussions and make your team more effective.   This online course will walk you through how to design a pricing research project to capture all the perspectives that are required to build your own Brand’s Pricing DNA™.