The Willingness to Pay Study
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.
Jump to your moment
How it runs
Fixed scope. The strongest evidence the stage allows.
Week 1
Your pricing decision, written as a claim that could be wrong.
Week 2
Interviews with each customer group.
Weeks 3–5
Trade-offs, committing offers or what customers have done, depending on the stage.
Week 6
A range with its margin of error and evidence rung, and the price inside it.
Each stage is its own study. A new product adds up to two weeks to recruit buyers before week 1.
Four moments
Find out whether it is worth building, then set the launch price before it goes on sale. The launch price becomes the reference for every renewal.
Once the price is live, a post-launch check compares what customers do with what the study found. Consultancy: the post-launch check
Find out whether it is worth building, then decide how to charge for it: as an add-on, in a higher tier, or included.
Once the price is live, a post-launch check compares what customers do with what the study found. Consultancy: the post-launch check
Raise prices on what customers already have, knowing who will stay. Every rise is measured against the last price paid.
Rolling the rise out, segment by segment, can follow as consultancy. Ways to work with us
Price the successor so staying beats switching, before a product or plan is retired.
The study sets the first-wave offer. Reading its results and setting later waves follows as consultancy. Ways to work with us
How we work
Price tests
When we test a price, new customers or prospects are assigned to groups by a rule unrelated to what they would pay. We never randomise what your existing customers pay: before a price rise, we read what they have already done (who renewed after the last rise, who left, and how far deals were discounted).
Your team
A sponsor and a product manager throughout. Depending on the stage, someone from RevOps or finance to share data and answer our questions about it, an engineer to build any price test, and legal to sign it off. We agree the hours with you at scoping.
A fixed fee for each stage, agreed at scoping. Any panel recruitment and incentives are passed through at cost.
After the study
Consultancy to put the price into market, including a post-launch check. Advisory for the decisions that follow.
Tell us the moment and the stage, and we’ll tell you what the study can show.
