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Frameworks, core principles and top case studies for SaaS pricing, learnt and refined over 28+ years of SaaS-monetization experience.
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To effectively gather customer feedback on pricing without anchoring them, there are several strategic research approaches you can use.
Indirect Value Assessment Methods
The key is to avoid directly asking customers what price they would pay, as this often leads to unreliable data. Instead, we recommend:
Conjoint Analysis: Present customers with different product configurations at varying price points to understand their preferences and derive price sensitivity.
Van Westendorp Price Sensitivity Meter: Ask four indirect questions about pricing to determine acceptable price ranges without anchoring on specific numbers.
Gabor-Granger Technique: Present random price points and measure purchase intent to understand price thresholds.
Qualitative Research Approaches
Beyond quantitative methods, we recommend:
Value-focused interviews: Discuss the problems your solution solves and the benefits it delivers rather than directly discussing price points.
Customer observation: Study how customers currently solve problems your product addresses to understand the value of potential alternatives.
Competitive analysis: Examine how customers react to competitor pricing to gauge market expectations.
Best Practices
- Frame questions around value and outcomes rather than price
- Use open-ended questions about budget constraints rather than specific price points
- Present relative comparisons instead of absolute numbers
- Conduct research with prospects who haven't been exposed to your current pricing
By focusing on value perception and using indirect methodologies, you can gather meaningful pricing insights without anchoring customers to specific price points or biasing their responses.