Refining Price Point and Messaging

Alexandra Zatarain, Eight Sleep
In conversation with: Ravi Belani, Stanford University

Alexandra Zatarain, co-founder and VP of brand and marketing at Eight Sleep, observes that research can’t help a company find the right price point and messaging strategy— you have to launch a product and see whether people are willing to pay for it. She recommends doing post-purchase research to continue refining your customer profile.