According to Forrester, “A challenging global economy has led consumers to value price ever more steadily, with 52% of American consumers agreeing that ‘price is more important than brand names’ in 2011, up from 41% in 2000 and 44% as recently as 2008.”
Know your customers and your competitors is always very important.
In this article they are seen in the context of pricing.
According to Forrester pricing models should be based on the 5 C’s, which are customers, competition, commercialization, costs, and communication.
Big Data can help you get actionable insights for all of them.