LIMEN
/'liː.men/
Behavioral Pricing Intelligence
You set the price. Your sales team discounts it. Neither of you has evidence. We measure what's actually happening.
/'liː.men/
Behavioral Pricing Intelligence
You set the price. Your sales team discounts it. Neither of you has evidence. We measure what's actually happening.
Pricing research measures what customers say. The purchase decision happens before the opinion forms.
The gap between stated price acceptance and actual decision resistance is measurable. No standard methodology captures it.
LIMEN does.
Your implicit threshold — the price where resistance actually begins — is often higher than what surveys or sales feedback suggest. We measure it directly, from automatic responses that can't be rationalized or negotiated.
Standard research averages across your entire customer base. We surface distinct buyer types — segments with different price-processing behaviors that your current data hides. In a recent study: 54% of the market was premium-ready at €148. The other 46% resisted at €105. The average told you nothing useful.
Price is only one of the forces in play. We extract four diagnostic dimensions from the same data: how fast conviction builds, how much evidence the customer needs, whether your brand gets the benefit of the doubt, and how much friction the offer creates before evaluation even begins.
We generate purchase probability curves from behavioral data — not from what customers claim they'd do, but from how their decisions actually change under different price conditions. Revenue-optimal, profit-optimal, and brand-premium price points, derived from implicit measurement.
We ran a LIMEN diagnostic on Apple AirPods 4.
Two buyer segments appeared — invisible to standard research. A premium-ready group (54% of the market) with an implicit willingness-to-pay near €148. And a price-sensitive group (46%) that hit a wall at €105.
The diagnostic revealed that Apple's brand bias in this category is essentially neutral — customers don't start with a built-in willingness to pay more. Instead, Apple's pricing power comes from how fast conviction builds once the product is evaluated. The decision accelerates. That's a different kind of advantage.
We ran a standard survey on the same sample. It landed at €132 — off by €17. The reaction-time method found €148 — off by €1 from Apple's actual price. Same people, same product, different precision.
Apple's retail price of €149 sits exactly at the premium segment's threshold. They are capturing the maximum the market will give them — and conceding the price-sensitive half by design. Revenue peaks at €99, profit peaks at €124 — Apple prices past both. That's a brand choosing margin over volume, and the data confirms it.
No survey would have found any of this.
LIMEN is not ongoing market intelligence. It answers specific pricing questions at specific moments.
You need a price. Conjoint gave you a range. Your team is debating where to land. We measure where implicit resistance begins — before you commit.
Sales says it's too high. You think it's right. Neither side has evidence the other accepts. We provide a measurement, not another opinion.
You restructured the line. You're not sure whether the price gaps between products reflect how customers actually perceive them. We test implicit thresholds across SKUs to map the real architecture.
The market shifted. Your current price was set in a different context. You need to know whether your customers' implicit resistance has moved with it — or stayed where it was.
LIMEN uses the same behavioral measurement that cognitive science has used for 150 years to study decision-making under uncertainty.
When a price matches expectations, the brain processes it quickly. When something is wrong, processing slows. That hesitation is measurable.
We designed a protocol that captures this signal at commercial scale. Validated end-to-end. Applicable to any product, category, or market where price matters.
Built by Tommaso Marson — 15 years of commercial pricing experience across B2B and consumer markets, from industrial aftermarket to crop science to consumer retail.
Not a scientist who wandered into business. A pricing professional who went looking for better instruments.
If this is relevant to your pricing challenge.
Book a Call