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EPIC Insights Lab

The best commercial and business decisions come from experimentation and testing with real customers. Discover EPIC’s research here, including whitepapers and insights that showcase examples of how we help businesses make smarter pricing and product decisions.

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The Stout Challenger: Murphy’s, Guinness, and the economics of the Wetherspoons relisting

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Murphy's Irish Stout

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Cracking the AI Credit Economy: How Figma Make Users Trade Off Price, Control, and Allocation

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Cracking the AI Credit Economy: How Figma Make Users Trade Off Price, Control, and Allocation

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The £12 Threat: Brand Equity and Counterfeit Economics in the UK Football Market

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The £12 Threat: Brand Equity and Counterfeit Economics in the UK Football Market

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Rethinking Packaging: Segment-Led Premiumization in the RTD Category

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Rethinking Packaging: Segment-Led Premiumization in the RTD Category

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Monetizing Friction: What Happens When ChatGPT Introduces Ads?

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Monetizing Friction: What Happens When ChatGPT Introduces Ads?
Murphy's Irish Stout

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The Stout Challenger: Murphy’s, Guinness, and the economics of the Wetherspoons relisting

Choice-based modeling reveals that while Murphy’s relisting expands the total stout category, it pulls volume from higher-margin lager and dilutes total draft revenue for pubs...
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Cracking the AI Credit Economy: How Figma Make Users Trade Off Price, Control, and Allocation

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Cracking the AI Credit Economy: How Figma Make Users Trade Off Price, Control, and Allocation

Discover how Figma Make users weigh AI credit allocations, price, and spending controls. Download EPIC’s choice-based study on AI monetization strategies...
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The £12 Threat: Brand Equity and Counterfeit Economics in the UK Football Market

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The £12 Threat: Brand Equity and Counterfeit Economics in the UK Football Market

Stop chasing volume downward. Discover how conjoint analysis reveals that 80% of counterfeit buyers return to the official brand when availability friction is raised...
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Rethinking Packaging: Segment-Led Premiumization in the RTD Category

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Rethinking Packaging: Segment-Led Premiumization in the RTD Category

Stop treating pre-mixed cocktails as a single can-only category. Learn how conjoint simulation isolates up to a 52% price premium for glass formats among target demographics...
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Monetizing Friction: What Happens When ChatGPT Introduces Ads?

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Monetizing Friction: What Happens When ChatGPT Introduces Ads?

Stop fearing ad backlash. Discover how choice-based analytics prove that introducing ads to free tiers drives premium upgrades and unlocks an optimized $195M subscription revenue model...
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Starlink rollout across Ryanair’s fleet

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Who Is Right… Michael O’Leary or Elon Musk? How Pricing Assumptions Can Suppress Nine-Figure Opportunities

Stop relying on gut assumptions to allocate capital. Discover how choice-based analytics converted a speculative airline WiFi debate into an optimized £830M revenue architecture...
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Benchmarking Private Label Price Index Against Brands: Guinness vs. Aldi in the UK

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Benchmarking Private Label Price Index Against Brands: Guinness vs. Aldi in the UK

Moving beyond the look-alike strategy. Discover how choice-based analytics reveal that optimizing unique packaging cues unlocks a 0.99 price index for private labels...
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Dancing With Tariffs: How Smart Companies Win in the New EU-US Trade Reality

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Dancing With Tariffs: How Smart Companies Win in the New EU-US Trade Reality

Stop relying on blanket price hikes. Discover how leading B2C brands use choice-based analytics to map geographic price sensitivity and win market share during trade resets...
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Unlocking Market Access Success: Conjoint Analysis in Irish Healthcare

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Unlocking Market Access Success: Conjoint Analysis in Irish Healthcare

Discover how to build a defensible, data-driven value story for the NCPE. Learn how conjoint analysis maps stakeholder trade-offs to de-risk pharma pricing strategy...
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The Quantitative Impact of ESG Claims on Brand Value

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The Quantitative Impact of ESG Claims on Brand Value

Discover quantitative insights into how consumers trade off price, performance, and ESG claims on product packaging...
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Defending Premium Value: Brand Pricing in an Private Label-Dominated Market

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Defending Premium Value: Brand Pricing in an Private Label-Dominated Market

Discover data-driven frameworks from our UK retail study to calculate brand utility, map regional price sensitivity, and protect shelf margins...
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Escalating Costs vs. Margin Compression: Navigating the “Boiling Frog” of Annual Planning

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Escalating Costs vs. Margin Compression: Navigating the “Boiling Frog” of Annual Planning

Don't let slow cost creep destroy your profitability. Discover data-driven frameworks to audit the price waterfall, model consumer choices, and protect your bottom line...
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Breaking the $70 Limit: Predictive Choice Analytics and the Real Value of GTA VI

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Breaking the $70 Limit: Predictive Choice Analytics and the Real Value of GTA VI

Explore the predictive consumer research behind high-stakes media monetization. Read our whitepaper to see how conjoint data maps willingness-to-pay for major entertainment launches...
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Balancing Trust and Margin: Navigating the Nuances of OTC Pharma Pricing

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Balancing Trust and Margin: Navigating the Nuances of OTC Pharma Pricing

Stop using generic retail strategies for self-medication products. Discover choice-based insights into how consumer risk aversion and brand equity dictate price sensitivity in the pharmacy aisle...
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Capturing Omnichannel Preferences: Mapping Online vs. Offline Willingness to Pay

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Capturing Omnichannel Preferences: Mapping Online vs. Offline Willingness to Pay

Stop analyzing digital and physical retail in isolation. Learn how a rapid conjoint approach isolates channel preferences, willingness-to-pay, and promotional lift...
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The Value-Based Pricing and Product Optimization Toolbox

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The Value-Based Pricing and Product Optimization Toolbox

Stop guessing what your customers value. Discover how to accurately measure price elasticity and map willingness-to-pay using advanced choice-based research tools...
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De-Risking the Launch: How to Price and Package New Products for Market Success

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De-Risking the Launch: How to Price and Package New Products for Market Success

Don't let pricing destroy a great innovation. Learn how leading brands use predictive customer insights to optimize feature packaging and secure launch profitability...
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From Data to Direction: Navigating the Landscape of Conjoint Analysis

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From Data to Direction: Navigating the Landscape of Conjoint Analysis

Stop struggling with complex survey design. Discover the step-by-step methodology for structuring attributes, processing choice data, and building predictive pricing models...
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Conjoint Analysis Demystified: A Modern Approach to Pricing’s Most Powerful Research Technique

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Conjoint Analysis Demystified: A Modern Approach to Pricing’s Most Powerful Research Technique

Learn how leading global brands use conjoint analysis to uncover true willingness to pay, optimize product packaging, and accurately forecast market share...
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