Figure Figure 1 Go-to-market & pricing 25 July 2026

Almost nobody goes looking for a price

Monthly search volume for the category term itself, against the searches that explicitly ask what it costs.

Reference & Evidence

Source: Author's analysis of DataForSEO Google Ads search volume, 12-month average to June 2026, pulled 25 July 2026. Google Ads reports volume in rounded bands, so ratios are approximate; near-duplicate keywords are counted once.

Each line is a claim from the register this journal publishes against, resolved from the register at build time.

A The bare category term outruns price-shaped search by at least 58:1 in every pair measured Sinan Isoglu (2026), First-party pull, DataForSEO Google Ads Search Volume endpoint · DFS-WTP-C1
A US category to price-shaped search ratios: CRM 635:1, ERP 450:1, project management 794:1 Sinan Isoglu (2026), First-party pull, DataForSEO Google Ads Search Volume endpoint · DFS-WTP-C2
A German category to price-shaped search ratios: CRM 330:1, ERP 58:1, project management 160:1 Sinan Isoglu (2026), First-party pull, DataForSEO Google Ads Search Volume endpoint · DFS-WTP-C3

Grades: A, verified against the printed page of the primary source · B, primary source, text layer only · C, authoritative secondary · D, reported.

From the essay

Pricing is a positioning decision.

Willingness to pay is not decided at the price page. It is built from what the buyer compares you against: so the set, not the number, is the lever.

This exhibit belongs to an essay: the numbers live here, the argument lives there.

Read the essay →

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Cite this exhibit

APA 7

Isoglu, S. (2026). Almost nobody goes looking for a price [Figure]. isoglu.com. https://isoglu.com/insights/exhibits/isoglu-2026-pricing-is-positioning-fig01/

BibTeX

@misc{isoglu-2026-pricing-is-positioning-fig01,
  author = {Isoglu, Sinan},
  title = {{Almost nobody goes looking for a price}},
  year = {2026},
  howpublished = {Figure 1, isoglu.com},
  url = {https://isoglu.com/insights/exhibits/isoglu-2026-pricing-is-positioning-fig01/},
  note = {From the essay {Pricing is a positioning decision.}}
}

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<figure>
  <a href="https://isoglu.com/insights/exhibits/isoglu-2026-pricing-is-positioning-fig01/">
    <img src="https://isoglu.com/social/isoglu-2026-pricing-is-positioning-fig01.png" alt="Figure 1: Almost nobody goes looking for a price" width="3200" height="2400">
  </a>
  <figcaption>Figure 1: Almost nobody goes looking for a price. Source: Author&#39;s analysis of DataForSEO Google Ads search volume, 12-month average to June 2026, pulled 25 July 2026. Google Ads reports volume in rounded bands, so ratios are approximate; near-duplicate keywords are counted once.. <a href="https://isoglu.com/insights/exhibits/isoglu-2026-pricing-is-positioning-fig01/">View exhibit</a>.</figcaption>
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Related exhibits

Figure Figure 2

How much of the deliberate searching is about price

From the essay Pricing is a positioning decision.
Figure Figure 3

The reference set

From the essay Pricing is a positioning decision.
Figure Figure 4

The two-sided reference record

From the essay Pricing is a positioning decision.

Almost nobody goes looking for a price

Related exhibits

How much of the deliberate searching is about price

The reference set

The two-sided reference record