Irrational Labs

Irrational Labs’ pricing service combines behavioral science with qualitative and quantitative willingness-to-pay research, pricing strategy and pricing-page design and testing. Its published pricing examples include Google and Southwest. A separate One Medical case documents delivery for a San Francisco-headquartered business, supporting US client reach without an office claim.

It fits a buyer who needs to understand how customers perceive value, compare options or respond to a proposed price. Ask how the research design distinguishes what people say from the choices they actually make, and how the findings will affect packaging or presentation. Specify responsibility for implementing and operating any resulting test. Behavioral research is most useful when it informs a consequential commercial decision and has a defined path into the product.