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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.

Dog Eat Dog: The Fight for the US Robot Dog Market Begins

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robot dog walking

Beyond the Access Pass: Airport Lounge Analysis

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airport-lounge-whitepaper

The Synthetic Shortcut: When AI Can Speed Up Research, and When Real Human Choice Still Has to Lead

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When AI Can Speed Up Research

The Stripped-Down Fare: Why Recognition Alone Is Not Pricing Power

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The Stripped-Down Fare: Why Recognition Alone Is Not Pricing Power

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

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Murphy's Irish Stout
robot dog walking

Dog Eat Dog: The Fight for the US Robot Dog Market Begins

The cheapest price is rarely the best price, and a July 2026 FCC ruling blocking new foreign-made robot dogs makes the number...
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airport-lounge-whitepaper

Beyond the Access Pass: Airport Lounge Analysis

Most airport lounge pricing is still set by access tier rather than by what travellers will actually pay. That leaves margin uncaptured at the top of the ladder, and it hides exactly where the price ceiling sits.
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When AI Can Speed Up Research

The Synthetic Shortcut: When AI Can Speed Up Research, and When Real Human Choice Still Has to Lead

Synthetic respondents validity holds up in categories a model already knows, which is exactly why the pressure to use them everywhere is real...
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The Stripped-Down Fare: Why Recognition Alone Is Not Pricing Power

The Stripped-Down Fare: Why Recognition Alone Is Not Pricing Power

The economy short-haul fare has been stripped down to a base price plus a menu of paid extras, and full-service carriers are increasingly following the low-cost playbook ...
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Murphy's Irish Stout

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

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

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

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?

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

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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