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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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Based on our pricing strategy book, Price to Scale, it’s important to approach surveying customers about price increases with caution:
• Direct questions like “How much would you pay?” can often lead to biased or uninformative responses. Customers may understate their willingness to pay or simply guess without proper context.
• Instead, the book recommends designing surveys that first set the context—explaining the product category and its value proposition—so that customers are anchored in a frame of reference. This helps in gathering more meaningful and realistic feedback on price sensitivity.
• For price increases, rather than a simple survey, consider using a structured instrument with multiple scenarios. This can help you gauge not only the initial reaction but also the potential market response under different pricing structures.
In summary, while gathering customer feedback is valuable, our book advises using well-constructed, context-rich surveys instead of direct, simplistic price questions to better understand acceptance before implementing price increases.