A practical guide
We need to rethink pricing
Begin with the value customers receive, then choose the research method for the decision you need to make.
Work through the decisions
- 1
Value Metric / Willingness-to-Pay Framework →
Decide the unit of value before debating price points.
- 2
Good-Better-Best (GBB) Packaging Framework →
Build packages around distinct customer needs.
- 3
Conjoint Analysis →
Use this when the question involves trade-offs between features and price.
- 4
Gabor-Granger Method →
Use this instead when the offer is fixed and you need to compare specific prices.
Put it into practice
Choose your next decision.
Write down what you need to decide, the evidence you already have, and what is missing. Start with the method that addresses that gap.