Choose the right lightweight pricing research method for a startup pricing question.
Pricing fit Use R-D-V to pick the pricing research method. Range, Demand, Value: match the pricing method to the uncertainty. RDV Van Westendorp Which method asks when a price feels too cheap, cheap, expensive, and too expensive? Van Westendorp Price Sensitivity Meter, used to estimate an acceptable price range. Use it to find a perceived acceptable range, not to guarantee realized demand. Range versus demand Van Westendorp or Gabor-Granger: which one fits the decision? Use range questions before price-point demand questions when the team lacks a credible band. Discount trap Can we just discount until customers stop objecting? No. Discounting…
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