Pricing Surveys Are Worthless

New story from eWeek:

NPD found pricing, even among Apple product owners, to be a major issue, with 43 percent of respondents saying they found the iPad too expensive. Among 18- to 34-year-olds, 57 percent cited price as the No. 1 reason they weren’t ready to head to the Apple store April 3 — or any time soon.

Hmm, but what about back in January, when rumors (reported by The Wall Street Journal) held that the iPad would be announced with prices starting at $999? ChangeWave Research found:

Among interested consumers, three-quarters say they’re willing to pay $500 or more for the new ‘iSlate,’ and 37% say they’d pay more than $700.

And Retrevo:

When we asked consumers what price would discourage them from buying an Apple tablet, 70% of respondents said anything over $700 would be a deal killer. On the other hand, 30% appear to have the desire, deep pockets, and willingness to spend more than $700 which isn’t bad.

The people responding to these surveys aren’t stupid — they want to pay less money. It’s the people conducting and publishing these surveys, pretending they mean anything, who are stupid. The only “pricing survey” that matters is the market. I’m pretty sure the iPad is going to do just fine there.

★ Sunday, 28 March 2010