How do I do pricing research in a detailed interview?

  • The short answer is, you don’t. Pricing is an emotion-laden topic and when confronted face to face, most people won’t give a straight answer.  You will get bad data if you attempt to ask someone face to face, “How much would you pay for this?”
  • Instead, read Elaine Chen’s “A primer on primary market research” on Slideshare – look up the section on quantitative research, in particular check out the monadic, multiple monadic and Van Westerndrop techniques. Those are some common ways you can do pricing research.
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