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Research Report

Willingness to Pay

This report is for XaaS Product Management members only

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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.

Authored By:

Laura Fay

Vice President and Managing Director, Offers Research and Advisory, TSIA

Publish Date: March 25, 2021

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