2Europe helped PYREX examine pricing across its UK glass ovenware, storageware and prepware ranges. The study brought together a 900-person online survey, product-choice exercises and direct price-sensitivity questions. By comparing what consumers said a product should cost with what they chose when faced with alternatives, the research gave PYREX a clearer basis for pricing, promotion and product decisions across categories.
Project Overview
PYREX needed to understand how UK shoppers valued its existing glassware during a period of pressure on household spending. The business wanted to assess where prices could move without weakening its competitive position, how promotional prices might affect preference, and what current products could reveal about pricing future cookware ranges.
A single price question would have given only part of the picture. Shoppers also weigh product size, brand and competing offers. The research therefore tested purchase choices and perceived price thresholds alongside broader information about how people shop, cook and view the PYREX brand.
Project Objectives
The study was designed to:
- Measure how product and price influence choices in ovenware, storageware and prepware
- Identify acceptable price ranges and points at which prices begin to feel too high or too low
- Explore the effect of alternative prices and promotions on modelled product preference
- Compare PYREX products with relevant alternatives already available in the UK
- Understand whether responses vary by consumer profile, category experience and brand perception
Methodology
2Europe designed a quantitative online study in which each participant evaluated a category they knew or intended to buy. The questionnaire used complementary methods so that pricing decisions could be examined from several angles rather than inferred from one measure.
1. Targeted screening and category routes
The team screened UK respondents for regular home meal preparation, an interest in cooking, and current ownership of or intention to buy relevant glassware. The survey achieved 900 interviews, with 300 respondents in each of three routes: ovenware, storageware and prepware. Routing people to a familiar category made the questions more relevant while keeping the structure consistent across the study.
2. Choice based conjoint exercises
Respondents saw images, descriptions and prices for products available in the UK, then chose which they would buy. They repeated the exercise as the products and prices changed. The price levels were built around current market prices, extended above and below them, and adjusted to plausible shelf prices. This created evidence on the trade-offs people made between price and the product itself. Prepware choices covered jugs and bowls separately.
3. Van Westendorp price sensitivity
For selected PYREX products, participants named the prices at which an item would feel cheap, expensive, too expensive to buy, or so cheap that they would question its quality. Built-in logic checks helped keep the four answers internally consistent. Analysing the responses revealed perceived price boundaries and gave a second perspective on the choice exercise.
4. Current price preference test
Products were also shown at their actual market prices. Respondents selected a first choice and then a second choice after their preferred option was removed. This provided a grounded view of the competitive set at the prices shoppers could encounter, complementing the experimental price variations.
5. Wider consumer and brand context
The survey also captured ownership, purchase intentions, shopping habits, brand awareness and perceptions, and cooking behaviour. 2Europe used these measures to interpret pricing responses and examine differences between relevant groups rather than treating the sample as one uniform audience.
6. Integrated modelling and interpretation
Conjoint analysis separated the relative influence of product and price and supported scenario testing for different price points. The team examined modelled share of choice and a price-weighted value measure alongside the stated price ranges and current-price preferences. These measures were used as decision aids: the choice model assumed each person bought one product, so its outputs were not presented as sales or profit forecasts.
Outcomes
The research gave PYREX a category-by-category view of price sensitivity and competitive choice. It showed how preferences could shift under different pricing scenarios, where consumers perceived acceptable price ranges, and which product and audience differences mattered when interpreting those results.
The full analysis equipped the team to weigh pricing and promotional options against more than one signal. It also provided context for thinking about new ranges, while keeping the limitations of stated and modelled responses visible.
Benefits to the Client
- A consistent evidence base across three product categories and 900 qualified UK respondents
- A direct view of purchase trade-offs, supported by explicit price perceptions
- Scenario analysis to help compare pricing and promotional options
- Consumer and brand context to explain why price responses differ
- A practical framework for future pricing research on additional products or categories
Conclusion
This project shows how 2Europe combines complementary quantitative methods to make pricing research more useful. Choice based conjoint analysis tested behaviour within a competitive set; Van Westendorp questions revealed perceived price limits; and current-price preferences and wider survey measures supplied context. Together, they gave PYREX a structured way to assess pricing decisions without relying on a single claimed willingness-to-pay figure.
