Do you regularly interview customers or do market research about pricing, or do you mainly rely on analytics (e.g., conversion rates at different price points) to make pricing decisions?

Our book, Price to Scale, emphasizes that you shouldn’t rely solely on one method. Instead, a combination of direct customer interviews, market research, and analytics offers the most robust strategy for making pricing decisions.

Key takeaways include:

• Interviewing and surveys:
Our saas pricing book highlights that qualitative feedback—such as open-ended questions, forced ranking of pain points, and scenario-based probing—is essential. These approaches help you understand the “why” behind customer price sensitivity and value perception.

• Using analytics:
At the same time, quantitative data like conversion rates at different price points are crucial. Analytics help validate and refine the insights gathered from market research, providing a more complete picture of market behavior.

• Balancing both approaches:
In Price to Scale, we advocate for combining both methodologies. Customer interviews and market research give you context and nuance, while conversion analytics offer empirical evidence to guide decisions. This dual approach helps ensure your pricing strategy resonates with your target audience and adapts to market realities.

In summary, integrating both qualitative feedback through interviews and quantitative data via analytics provides the best foundation for making informed pricing decisions, as detailed in our pricing strategy book, Price to Scale.

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