Nicolai Broby Eckert, a pricing expert from Simon-Kucher & Partners, shares valuable insights on the complexities of determining product prices. He discusses the interplay of value perception and market dynamics, using brands like Porsche and McDonald's. The conversation also dives into effective strategies for knowledge companies in the Nordic market and the significance of aligning pricing with customer expectations. Nicolai highlights behavioral economics in e-commerce, revealing how techniques like gamification can influence purchasing decisions.