Blog articles by Dirk Huisman

Articles by

Dirk Huisman

Dirk Huisman is the founder and chairman of SKIM. Dirk is a thought leader in advanced market research methodologies, a specialist in conjoint analysis and related methods, and a recognized advocate of these methods in the market research world. Next to developing SKIM into today's international market research agency, over the years he presented at many industry conferences, was involved in development of market research organizations MOA and ESOMAR, won an ESOMAR award twice and published over 30 papers on various themes (pricing, choice and decision behavior, means end, product development, future of market research, and conjoint analysis). He is known for his critical viewpoint on the role of market research in business over time.

Pricing and NRM success strategies: Adapting after the crash

By Dirk Huisman and Robin de Rooij on April 29, 2020

The COVID-19 crisis and the Corona crash are shaking the context for consumer decision behavior. As a result, the context for net revenue management (NRM) has also been disturbed for consumer goods companies.

Companies must adapt revenue strategies to the new situation, at the same time as consumers are adapting to “the new normal.” To be successful, you need to anticipate and influence consumer decisions in a changing environment. This holds true in times of normalcy, but especially during the recession to come.

Although the COVID-19 crisis is not yet over, learnings from previous crises and knowledge of consumer behavioral frameworks mean we can map out consequences for net revenue management strategies.

So, what should you consider in planning your next moves?