EPP PEN Germany

Connect with a professional network of Pricing and RGM leaders near you!

Join our Peer Expert Network (PEN) to empower your professional journey through peer-led discussions and expert insights.

April 23, 2026
Hamburg

Trusted by Leaders from

Exclusive Groups of
Industry Leaders

PEN members are senior professionals in leadership roles, driving significant change in their companies. No consultants allowed.

Non-Competitive
Peer Environment

Confidentiality ensures open, trustworthy discussions, and direct competitors are not placed in the same group.

Open, Neutral
and Unbiased

Focused on practitioner-led, content-driven discussions with diverse perspectives. No sales pitches, just valuable learning and reflection.

Agenda

Main Topic: New Frontiers in Pricing Research Methods

15H30 - 16H00 | Arrival - Welcome Coffee

16H00 - 16H15 | Introduction: Moderator + Meet & Greet Participants

Introduction to PEN meeting, format, and topics covered, short participants introduction

16h15 - 16h45 | Session 1: Warm-up Session

Raising the Bar: Where We Stand Today in Pricing Research Methods - and What Comes Next

| Jorge Louzada – Group Pricing Manager at edding AG

16h45 - 17h15 | Session 2

The closer we simulate a real purchase experience in a survey, the more accurately we can predict customers' willingness to pay, product feature preferences and brand appeal.

| Matt Johnston – Founder and CEO of EPIC

17H15 - 17H30 | Coffee Break

17h30 - 18h00 | Session 3

Bridging the Gap: Toward a Unified Theory of Brand Research and Pricing Research

| Louise Leitsch – VP Research at Appinio

18H00 - 18H30 | Session 4

Why Willingness to Pay Is Often Wrong – and How Measurement Is Evolving

| Prof. Dr.Kai Widecke – Professor of Marketing at HAW Hamburg

18H30 - 19H00 | Closing session: Key Takeaways, Reflections & General Q&A

19H00 | Networking Drinks

Join the PEN Meeting!

Register your interest to join exclusive sessions with industry peers. Engage in open discussions, exchange insights, and grow your professional network.

PEN Hamburg

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More Speakers Coming Soon!

Jorge Louzada, PhD

Group Pricing Manager at edding AG

Jorge Louzada, PhD, is a Senior Pricing & Strategy Professional with 15+ years of international experience driving profitable growth across industrial and automotive organizations within B2B/B2C/XaaS contexts. He currently serves as Group Pricing Manager at edding AG, leading pricing governance and enterprise-wide pricing transformation. Previously at Mercedes-Benz and Whirlpool Corp, he developed data-driven pricing models, subscription and digital monetization concepts, and led pricing process and systems streamlining initiatives.

His expertise includes quantitative & qualitative business research methods, servitization strategies, business model design with focus on the profit formula, and analytics-based pricing automation. He holds a PhD from the University of London, and has received a Best Developmental Paper Award in Strategy from the British Academy of Management.

Louise Leitsch

VP Research at Appinio

Louise Leitsch is VP Research at Appinio and the strategic architect behind the company’s Research Consulting unit. With a background in social psychology, she bridges the gap between scientific rigor and commercial impact. Louise partners with global brands such as Polestar, Burger King, and General Mills, transforming market research into a strategic compass for long-term growth. She is a leading expert in psychographic profiling and Mental Availability tracking (Ehrenberg-Bass), renowned for turning sophisticated methodologies into engaging storytelling and actionable insights.

Prof. Dr. Kai Widdecke

Professor of Marketing at HAW Hamburg

Kai is Professor of Marketing at HAW Hamburg. His work focuses on pricing, customer behavior, and data‑driven decision making, combining rigorous quantitative research with hands‑on industry applications.

He brings extensive experience from strategy consulting, executive roles, and entrepreneurship, particularly in retail, media, and digital business models. His background includes strategy consulting at OC&C Strategy Consultants and leading digital transformation initiatives at Bauer Media Group, where he developed new business models and built a digital platform business as Entrepreneur in Residence.

Today, Kai regularly advises companies on pricing strategy and commercial performance.

Matt Johnston

Founder and CEO of EPIC

Matt is the Founder and CEO of EPIC, formerly EPIC Conjoint, a full-service Pricing & Product research solution provider, delivering game changing B2C & B2B Pricing and Product insights across 130+ markets within 5 business days.

Matt is a seasoned commercial marketing professional with over 30 years of pricing, product and segmentation experience working for Tier 1 brands across many sectors in North America, Latin America, Europe, Middle East and Asia.

Matt has an extensive background in telecommunications as former Head of Pricing at Telefónica O2 Ireland and Ooredoo Group.

PEN Meeting Location

Venue address: Stadthausbrücke 5, 20355 Hamburg, Germany

Take a look at our last edition

"I genuinely enjoyed the lively participation and the engaging discussions. It was indeed a pleasure to be part of such a dynamic gathering."

"It was a real pleasure to join — the discussions were energizing, and it was great to connect with several other pricing leaders in Switzerland."

"Overall very good impression. Meeting peers is always very enriching, and face to face even better – having the velue in CH makes it easier from a travel perspective. Moderation was great. Content was good to get people engagement in a first meeting. Meeting set up with opportunity to discuss in 1/1 after/before/break was also great. It was also a good BtoB industry mix."

"I really enjoyed the event. It was very well organized, and the audience was highly relevant, perfectly matching my expectations. The speakers were insightful, sharing valuable perspectives that helped me better understand the current landscape, the challenges my partners face, and key industry trends. The atmosphere was excellent, and I had the chance to connect with skilled professionals, leading to meaningful and engaging discussions. Overall, it was a great experience, and I appreciate all the effort that went into making it a success."

About PEN Meetings

Local and free of charge, EPP PEN Meetings consist of seasoned Pricing and RGM professionals seeking inspiration and opportunities to reflect and discuss the future roadmaps of pricing and RGM with top experts and business influencers.

PEN participants benefit from valuable insights, peer collaboration, and practical strategies to overcome emerging challenges in pricing and RGM. These gatherings foster the sharing of real-world experiences and innovative approaches, helping attendees discover solutions tailored to their business needs.

Engaging with top experts and influencers, participants can refine their strategic direction, gain actionable takeaways, and build meaningful professional relationships—all contributing to the success of their future pricing and revenue growth initiatives.

Let's connect!

Sofia Carloni

Events Community Manager

sofia.carloni@pricingplatform.com

Sinead Rodgers

Partner Relations Director

sinead.rodgers@pricingplatform.com

Pol Vanaerde

Chair EPP Pricing Platform
pva@pricingplatform.com