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To deeply understand customers’ willingness to pay (WTP) a certain price point for the offer may demand in-depth interviews on the resonance of the offer’s value proposition. Structured well, discovery interviews can deliver quality information and key inputs to the offer price points by probing the customer’s business process, experiences, needs, value drivers, and ROI from the uptake of the offer. This guidance brief assumes that the work of market segmentation has been done, the value proposition has been developed, and the target price point(s) to be tested have been drafted.
Vice President and Managing Director, Offers Research and Advisory, TSIA
Publish Date: March 25, 2021
TSIA is well worth the investment. This is the one place where you can come and get a fusion of ideas that you can then marry up to the goals and objectives of your organization and boil that down into several actionable plans that you can implement over the next 6 months to a year.
Peg Rodarmel, SVP, Subscription Services, Infor
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