Customer Interview Guide for Pricing and Willingness to Pay
Discuss money honestly.
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Write an interview guide on pricing. Product and customers: [PRODUCT_AND_CUSTOMERS]. Current pricing or ideas: [PRICING_IDEAS]. What we need to learn: [LEARNING_GOALS]. Produce a 40-minute guide: context and current spend on solutions (what do you pay now, across tools, time, and people?); value perception (what is a good outcome worth to you?); buying process (who decides, who approves budget, when do you buy?); reactions to pricing structures shown as cards (per user, per usage, tiered, flat) without anchoring on numbers too early; trade-offs (what would you give up for a lower price?); and objections. Include techniques: ask about past purchases, use price ladders cautiously (explain that stated willingness to pay overstates actual behavior), and avoid promising a price. Add a note-taking sheet and an analysis frame (value drivers, budget owners, price anchors, sensitivity). Mention honest, non-deceptive recruiting and consent [VERIFY in [JURISDICTION]]. Do not invent responses. Add three follow-up probes for each section, a short script for the sensitive moment of asking about budget (offer a range to choose from), and the table for synthesizing answers across interviews by segment.
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