Best Practice Report

Pricing Research: Conducting Value-Driver Interviews

January 1st, 2018

Summary

Value-based pricing requires insight into buyers’ economic value drivers and the potential financial impact of the offering. In-depth buyer interviews provide information and feedback that aids in the development of value-based pricing. A step-by-step approach to value-driver interviews ensures consistent and reliable results. In this report, we describe a three-step process for interview preparation and provide a template for conducting value-driver interviews.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.