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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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Customer interviews play a crucial role in pricing strategy development, serving as a foundational qualitative research method that provides deep insights into value perception and price sensitivity.
Our In-Person Qualitative Research Approach
We employ a unique approach to customer interviews as part of our pricing strategy development. This process involves:
- Interviewing 15-20 carefully selected clients and prospects
- Using a structured presentation format that combines both quantitative and qualitative questions
- Validating pricing and packaging hypotheses across a representative sample
This methodology is particularly effective for B2B enterprise products where traditional quantitative methods alone may not capture the nuanced value perception of complex solutions.
How Customer Interviews Inform Pricing Strategy
Customer interviews contribute to pricing strategy development in several key ways:
Customer Segmentation & Needs Mapping: Interviews help identify distinct customer segments and map the value delivered to each, ensuring packaging aligns with segment-specific needs.
Willingness to Pay (WTP) Research: Interviews assess customer perceptions of value and price sensitivity for both existing and new products/features.
Value Proposition Validation: Through direct conversation, we can validate which aspects of a product or service truly drive purchase decisions and justify premium pricing.
Pricing Model Design: Insights from interviews inform the development of tailored pricing models (tiered, usage-based, etc.) that align with business goals and customer expectations.
Pricing Hypotheses Testing: Interviews serve as a critical method for testing the viability of pricing model hypotheses before full market launch.
Integration with Other Research Methods
Customer interviews represent one component of our comprehensive pricing research methodology, which combines:
- Statistical/Quantitative methods: Including Van Westendorp surveys, conjoint analysis, and Max Diff feature prioritization
- Empirical analysis: Examining tier/package performance, discounting patterns, and usage metrics
- In-person qualitative studies: Our unique approach to validate pricing and packaging through structured interviews
This multi-method approach creates a more robust pricing strategy than any single research method could provide alone.
Customer interviews particularly shine in enterprise B2B settings where the decision-making process involves multiple stakeholders and where value perception is often complex and multi-faceted.