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, roughly half the market was premium-ready at the brand's full price; the other half resisted well below it. The average described no one.
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. Roughly half the market was premium-ready, with an implicit threshold sitting right at Apple's retail price. The other half resisted well below it — a sharp, much lower ceiling.
The brand's pull showed up exactly where the price is a stretch — not as a blanket willingness to pay more. Apple's advantage is that conviction builds fast once the product is in view; the decision accelerates. A different kind of pricing power.
A conventional survey on the same sample landed well off the mark. The reaction-time reading matched Apple's actual price. Same people, same product, different precision.
Apple's retail price sits right at the premium segment's threshold — capturing the maximum that half the market will bear, and conceding the price-sensitive half by design. A brand choosing margin over volume, and the data shows it.
No survey would have found any of this.
LIMEN measures decision behavior, not stated preference.
The instrument is millisecond-level measurement of decision speed — used to study how the mind decides since the 1860s. Applying it to pricing, at commercial scale, is new.
Price alignment is processed quickly; price conflict, more slowly. The signal appears before a respondent can rationalize a response.
The protocol captures that signal across any product, category, or market where price matters.
A number can be precise, reproducible, and wrong. Precision is a property of the calculation; correctness is a property of the method that produced it.
No figure is reported until the method has recovered known values planted in test data.
Two conditions govern the test: the analysis is produced without sight of the expected result, and the pass threshold is fixed before the run, not adjusted afterward.
When a corrected result supersedes a reported one, the prior figure is withdrawn, not left in place.
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.
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.
If this is relevant to your pricing challenge.
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