Pricing research
What will they pay?
And what for?
Measure willingness to pay with surveys and understand it with interviews. Test price points, tiers and packaging with real buyers.
A price is a story customers tell themselves about value. Hear the story, then measure it.
Pricing research that combines willingness to pay measurement in a pricing survey (including Van Westendorp price sensitivity) with AI interviews on how buyers judge value, plus packaging research on tiers and bundles.
How it works
Measure it.
Then understand it.
1 · Explore value
AI interviews with buyers: what they compare you to, what they would cut, which feature is worth paying for.
2 · Measure
A survey with price sensitivity and tier preference questions across segments.
3 · Decide
Price range, the tier structure buyers expect, and the words that make it feel fair.
Example study
What a study looks like.
“Should our team plan cost $12 or $20 per seat?”
- Who
- 30 interviews with team leads at 10 to 200 person companies, then 800 survey respondents
- Method
- Value interviews, then Van Westendorp and tier choice
- Stimulus
- Two plan tables with different feature splits
- Timing
- Three days
What came back
The acceptable range centred around $15, not $12.Too cheap signalled a hobby tool to larger teams
Admin controls, not storage, justified the higher tier.Named first in 19 of 30 interviews
Annual discount mattered more than the monthly price.For companies above 50 people
Illustrative example based on typical studies.
Keep exploring
Related: Surveys, Concept testing and B2B SaaS.
About pricing research.
What is pricing research?
Research that estimates what customers are willing to pay and how price, tiers and packaging affect their choice, so you can set prices with evidence rather than guesswork.
Which pricing methods can I run?
Survey methods such as Van Westendorp price sensitivity questions and tier or package preference, combined with AI interviews that explore how people judge value and compare alternatives.
Why add interviews to a pricing survey?
A survey gives you a range. Interviews tell you what the price is compared against, which feature justifies it, and what words make it feel fair, which is what you need to write the pricing page.
Can I test pricing tiers and packaging?
Yes. Show plan tables or bundles and ask participants to choose, explain and trade off, then measure the split across a larger sample.
Who should I ask about price?
People who would really buy: current customers, recent evaluators or a screened target audience, never just anyone.
Price it with evidence.
Free to start. No credit card. Video on this site is licensed stock footage of real people.