---
title: The Path to Informed Pricing for New Products and Services
description: Aligning customer needs and expectations with the price of a new product or service is one of the most important decisions during product development.
---

[Insights](https://blog.us.illuminas.com/insights)

# [The Path to Informed Pricing for New Products and Services](https://blog.us.illuminas.com/insights/the-path-to-informed-pricing)

 Written by [Lei Lani Fera](https://blog.us.illuminas.com/insights/author/simplicreative) | June 22, 2022

<https://us.illuminas.com/wp-content/uploads/2022/06/Illuminas_pricingresearch_IG_d8.pdf>

Aligning customer needs and expectations with the price of a new product or service is one of the most important decisions to make during product development. 

- Pricing too high can alienate your customer base
- Pricing too low can deplete production resources
- Either way, you risk losing money

The path to informed pricing decisions begins with understanding how research can help decision-makers determine what prices the market will support, and how sensitive the target market is to increases or decreases in price. 

[Check out our infographic to learn how you can leverage pricing research](https://us.illuminas.com/case_studies/pricing-strategy-and-optimization-research/) and for an example of how one of our clients successfully used pricing research to positively impact their company’s bottom line. 

[Click here to see the infographic](https://blog.us.illuminas.com/hubfs/Illuminas_pricingresearch_IG_d8.pdf)

[View full post](https://blog.us.illuminas.com/insights/the-path-to-informed-pricing)

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