Pricing Research Plan With Willingness-to-Pay Questions
Plan pricing research with willingness-to-pay questions, interview prompts, survey options and a way to read mixed signals carefully.
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Help me plan research on pricing. Product and who buys it: [PRODUCT_AND_BUYER]. Current or proposed prices and packages: [CURRENT_PRICING]. What alternatives customers use now: [ALTERNATIVES]. The pricing decision to make and its date: [PRICING_DECISION]. Access to customers or prospects: [CUSTOMER_ACCESS]. Produce: a research plan listing the questions pricing research can and cannot answer; a method comparison table with the columns Method (interviews on value and budget, price sensitivity questions in a survey, conjoint-style trade-offs, analysis of past deals), What it tells you, Weaknesses, Effort, Sample needed; an interview guide of ten questions that explores budget, current spend, value drivers, who decides and what would make the price feel unfair, without asking people to name a price too early; a survey section with four price sensitivity questions using a standard approach, flagged [VERIFY the exact wording against a reputable method guide]; and a synthesis template that separates stated willingness from behaviour. Add a worked calculation: a simple revenue scenario for two price points using conversion assumptions, showing the arithmetic and that conversions are assumptions to replace. Explain why what people say they will pay often differs from what they pay. Do not invent customer data or benchmarks. Competitor price discussions and sharing price information between competitors can raise legal issues; use only public information and confirm with legal counsel if needed [VERIFY]. This is research planning help, not legal advice. Add a worked example with invented figures: price A of 40 with a 5 percent conversion and price B of 60 with a 3.5 percent conversion, on 2,000 trial users.
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