How to test willingness to pay before you set a price
Decision
How should we price and position against entrenched incumbents?
Customer signal
“I’d switch, but I need a reason this is worth more than what I buy today.”
Action
A defensible price and the positioning to support it, pressure-tested against real category language.
For a new premium entrant, we read the unprompted language customers and the category already use, qualitatively and in depth, then build a synthetic audience from it.
We pressure-test pricing and messaging directions against that audience and deliver the positioning the brand can defend — no performance metrics claimed, just the direction the signal supports.