We've created a proprietary behavioral pricing research tool. That's Too Much transforms the surveying experience into a turn-based “quiz show” style format. Panelists select an avatar to play a time-limited game which challenges them to guess the “right price” of products, which may have different features, flavors, designs, sizes etc. This method of research is more entertaining and engaging, and the increased focus ensures a more “real world” based data that defines more refined optimal price ranges across a diverse panelist base.