Best Practice Report

Pricing Research: Conducting Value-Driver Interviews

January 1st, 2018
Lisa Singer, VP, Research Director
Lisa Singer VP, Research Director

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.

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