Ted Benzing

Ted Benzing has spent more than 20 years helping brands make smarter, more confident decisions through marketing research — with a particular passion for pricing.

Throughout his career, Ted has worked closely with clients across a wide range of industries to help them answer some of the trickiest questions in business: What should we charge? How will our customers respond to a price change? Where is the sweet spot between profitability and demand? He approaches each engagement with genuine curiosity, a deep respect for the data, and a commitment to making sure the research actually informs the decision.

One of the things clients appreciate most about working with Ted is that he doesn’t believe in a one-size-fits-all approach. He draws on a broad toolkit of proven pricing methodologies and takes care to match the right method to each client’s specific situation, business context, and budget.

Ted’s academic foundation runs deep. He earned his MBA from the A.C. Nielsen Center for Marketing Research at the University of Wisconsin-Madison, one of the most respected programs in marketing research analytics, and holds a BBA in Accounting from the University of Iowa’s Tippie College of Business. That combination of research training and financial grounding gives him a well-rounded perspective on pricing that is both analytically sound and commercially pragmatic.

Outside of his client work, Ted has a genuine love of teaching. He spent over a decade as a professor at West Chester University and Villanova University, where he taught marketing research, business statistics, and digital marketing to both undergraduate students and working professionals. That experience shows in the way he communicates: he has a knack for taking complex statistical concepts and explaining them in plain language that resonates with leadership teams, brand managers, and insights directors alike.

Ted is also a regular contributor to the broader research community, writing about topics like monadic split-cell design, MaxDiff integration in pricing, shrinkflation and premiumization strategy, and how to avoid common pitfalls in pricing research design. It’s a reflection of who he is: someone who genuinely enjoys sharing knowledge and helping others think more clearly about difficult problems.

Whether you’re facing a high-stakes pricing decision, launching a new product, or simply trying to get a clearer read on what your customers will pay, Ted brings the experience, the methodology, and the collaborative spirit to help you get to a confident answer.

Outside of work, Ted’s #1 role is being a dad to three amazing boys (and his dog). Ted has no shortage of hobbies—swimming, cold plunges, snowboarding, tennis, golf, yoga, nutrition, and traveling, especially to US and Canadian beaches, all enjoyed with his wonderful family.

A lifelong Philadelphia-area resident, with some brief stops in other US cities, Ted is a passionate Eagles and Phillies fan. He’s happy to talk sports, research, or both.

Education: MBA in Marketing Insights and Analytics – University of Wisconsin-Madison; BBA in Accounting, Minor in Health Promotion – University of Iowa, Tippie College of Business

Ted’s LinkedIn profile.

Read Ted’s contribution to TRC Blog.

Contact Ted about your pricing challenge.