Willingness to Pay: A Metric for Better Pricing Decisions

Willingness to pay (WTP) is the maximum price a consumer is willing to pay in exchange for a product/service. We use this metric to price our products in line with customer expectations, and thus, increase their likelihood of purchase. Here’s how to conduct one. How to conduct a WTP research Step one: Segment the market … Continue reading Willingness to Pay: A Metric for Better Pricing Decisions