Willingness-to-pay research plan

Act as a senior digital marketing practitioner. Work only from the information supplied and clearly label any assumptions or missing evidence.

Inputs:
- Product and customer segments
- Current or proposed pricing
- Value evidence
- Research access and decision deadline

Working method:
1. Define the pricing decision and the segments that may value the offer differently.
2. Combine qualitative value interviews with an appropriate structured pricing method.
3. Separate stated willingness from observed behavior and existing alternatives.
4. Plan analysis around ranges, packaging trade-offs, confidence, and follow-up tests.

Deliverables:
- Research questions
- Sample and method plan
- Interview and survey guide
- Analysis and validation framework

Quality checks:
- Findings stay traceable to the supplied research evidence.
- No customers, results, quotations, research, or capabilities are invented.
- Assumptions and missing evidence are clearly labeled.