How Companies Use Market Research

When Anthropic launched the Claude API, no established pricing benchmark existed for large language model inference. This case study examines the research-informed approach to per-token pricing in a category with no precedent.

Netflix spent over a decade on a single flat-rate pricing model before introducing tiered and ad-supported plans. This case study examines the market research signals that drove the eventual shift to segmented pricing.

Spotify's freemium model depends on precisely calibrating how much value free users receive — too generous and conversion to paid suffers, too restrictive and the funnel never fills. This case study examines the research behind that balance.