Launch / Introduction
A new product
What customers will pay for something they cannot buy yet.
- Before build
- Before launch
PXQisR: Willingness to pay, measured.
What customers will pay.
PXQisR measures willingness to pay for data and SaaS products before you build or launch: the range customers will accept, as evidence you can defend to finance, sales and the board.
Four moments
When willingness to pay decides
Value discovery shapes the roadmap. Willingness to pay decides what’s worth building.
Feature / Growth
A new feature
Whether it is worth building, and how to charge for it.
- Before build
- In beta
Refresh / Maturity
A pricing refresh
Every price rise is measured against the last price paid.
- Before the rise
Migration / Decline
A successor or a sunset
Price the successor so staying beats switching.
- Before migration
The claim
What would prove you wrong?
Every price is a claim about how many customers will buy at it. We test it.
“Customers will value this” can’t fail. “At £40 a seat, at least 30% of mid-market teams will upgrade” can.
The Willingness to Pay Study
One pricing decision, measured
Before anyone has bought, we use trade-offs against what customers already spend on the alternative they use today, corrected for the way stated answers run high. Once customers are paying, we read what they do. Either way, you get a range you can defend, with its margin of error.
Week 1
Frame
Your pricing decision, written as a claim that could be wrong.
Week 2
Listen
Interviews with each customer group.
Weeks 3–5
Measure
Trade-offs, committing offers or what customers have done, depending on the stage.
Week 6
Decide
A range with its margin of error and evidence rung, and the price inside it.
How we work
Five practice standards
Every piece of work we deliver, whether a study, advisory or consultancy, meets the same five standards.
- 01Assumptions in the open.
- 02Behaviour over statements.
- 03Evidence graded.
- 04The margin of error, stated.
- 05Every claim traced.
Work with us
Three ways in
Start with one pricing decision, measured. Keep us for the decisions that follow.
Start here
The Willingness to Pay Study
One pricing decision, measured. Six weeks per stage, fixed scope.
Acting on it
Consultancy
Hands-on pricing and packaging work on what a study finds, including the post-launch check.
On retainer
Advisory
A standing second opinion on pricing decisions as they come up.
What we believe
A price you can’t evidence is a price you can’t defend.
Newsletter
R equals PQ
Willingness to pay for the teams who build and launch. Twice a month, from Tuesday 1 December.
Pricing something soon?
We measure what customers will pay before you build or launch it.