One decision, from evidence to record.
A fictional Irish subscription business is considering an 8% mid-year price increase across its consumer base. This is what the platform produces. No client data appears on this page.
The decision as framed
"We are considering raising consumer subscription prices by 8% from July. Our costs have risen, our reliability has improved, and we acquired a large number of price-led customers in the last year. Should we do it, and how should we say it?"
- Market
- Ireland
- Decision type
- Pricing
- Council size
- 4 perspectives
The evidence record
A number without a source is not evidence. Every figure below carries its publication, reference period, retrieval date, market relevance and a link.
- €48,240Median household disposable incomeIreland
- Publication
- Central Statistics Office — Survey on Income and Living Conditions (SILC)
- Reference period
- 2024 (published 2025)
- Retrieved
- 12 August 2026
- Why it was used
- Sets the income headroom a mid-year price increase has to fit inside for Irish households.
- €992 / weekAverage weekly household expenditureIreland
- Publication
- Central Statistics Office — Household Budget Survey
- Reference period
- 2022–2023
- Retrieved
- 12 August 2026
- Why it was used
- Shows what a household already commits weekly, so the increase can be read as a share of committed spend.
- 68%Owner-occupied housing tenureIreland
- Publication
- Central Statistics Office — Census of Population 2022, Housing
- Reference period
- Census 2022
- Retrieved
- 12 August 2026
- Why it was used
- Tenure mix separates households with fixed housing costs from those exposed to rent movement.
UK regional gross weekly earnings — Office for National Statistics — Annual Survey of Hours and Earnings, 2025. Excluded from the Irish read. Retained only as a cross-market comparator for a later UK decision.
A UK statistic cannot stand in for an Irish one. Comparators are visible and labelled, never blended into the market read.
The Decision Council
Synthetic perspectives, not real respondents. Each carries the basis it was built from and how far that basis is evidence rather than inference.
Switched in the last 12 months · Price-led
"I moved because you were cheaper. If that disappears now, I'm comparing again."
- Basis
- Acquisition channel mix · Recent churn reasons · Published competitor pricing
- Provenance
- Evidence-backed
Six-year customer · Reliability-led
"I won't like it, but I'd rather pay a little more than risk unreliable service."
- Basis
- Retention history · Service satisfaction research
- Provenance
- Supported inference
Digitally engaged · Value-conscious
"Explain what improves for me. A price increase without a benefit is hard to justify."
- Basis
- Customer survey · Product usage patterns
- Provenance
- Supported inference
Small business account · Budget fixed annually
"My budget is set annually. An 8% rise mid-year has to come out of something else."
- Basis
- Account mix · CSO business cost indices
- Provenance
- Synthetic interpretation
What remained uncertain
- How price-led switchers behave when a competitor holds price — not observed, only inferred from churn reasons.
- Whether a paired service improvement changes the response, or is read as justification after the fact.
- Whether small business accounts absorb the rise or renegotiate at renewal.
The increase is defensible where reliability is the reason customers stay. It is not yet defensible for customers acquired on price in the last year. Phase the increase, pair it with a stated service commitment, and test a benefit-paired message against a bare increase before rollout.
The decision record
- What we knew
Three Irish population statistics and four internal sources, all cited and dated.
- What we assumed
That reliability remains the primary reason long-standing customers stay.
- What we decided
Phase the increase and pair it with a stated service commitment.
- Who decided
Commercial director, with the pricing lead and customer operations present.
- What we will watch
Switch rate among customers acquired in the last 12 months, at 30 and 90 days.
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