For many pricing research projects, regardless of industry, the key is to understand how customers evaluate decisions and make choices between competitive options. With admissions totaling more than 460 million guests across 300+ theme and amusement parks, pricing represents a significant opportunity in the European attractions industry. However for this Pricing Solutions client, admission charges were simply a legacy of previous prices with annual increases resulting in what they charged the customer of today. In recent years this award-winning UK family visitor attraction – providing a range of different offerings all under one entrance fee – had faced the issue of declining visitor volumes. The management team felt that their current pricing was creating a barrier for m

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