Value-Based Pricing & Willingness-to-Pay Research
Value-based pricing and willingness-to-pay research: conjoint analysis, Van Westendorp, customer interviews, value pool quantification.
Pricing for Value Captured, Not Cost Plus
Cost-plus pricing leaves the most money on the table. Value-based pricing requires research: conjoint analysis, Van Westendorp price sensitivity meter, customer interviews to identify value drivers and willingness-to-pay. Programs typically lift prices 5-15 percent without volume loss in target segments.
Key Capabilities
Value Driver Analysis
Customer interviews to identify functional, emotional, social value drivers.
Conjoint Analysis
Statistical conjoint to quantify willingness-to-pay per feature.
Van Westendorp PSM
Price sensitivity meter for acceptable price ranges.
Value Pool Quantification
Quantified value delivered per customer segment.
Pricing Architecture
Tiering and packaging aligned to value drivers.
Sales Enablement
Value-based selling enablement for sales teams.
Process
Research Design
Research methodology and sample design.
Field Research
Conjoint, PSM, customer interviews.
Analysis
Statistical analysis and segment-level WTP.
Architecture
Pricing architecture aligned to value.
Benefits
Higher Realized Price
Value-based pricing lifts realized price 5-15%.
Better Tiering
Tiers aligned to WTP improve mix and margin.
Higher Win Rates
Value-based selling increases win rates on price-sensitive deals.
Margin Expansion
Compound margin expansion across years.
Frameworks & Tools
- — Conjoint analysis
- — Van Westendorp PSM
- — Customer interviews
- — WTP modeling
Industries
- — SaaS
- — Financial Services
- — Healthcare
- — Manufacturing
- — Retail
- — Professional Services
FAQ
Conjoint vs Van Westendorp?
Sample size?
WTP refresh?
Cost?
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