Willingness-to-Pay Research — Willingness-to-pay research measures what buyers will actually pay for each package and feature, through surveys, conjoint analysis, and win-loss data. Its findings anchor pricing model design and give deal desk an evidence base for setting floors and discount guardrails.
Willingness-to-Pay Research lives in the Design & Setup phase of Define What You Sell — the stage where you design the catalog, pricing, and rules of the offer. In the corpus tool index this phase maps to the CPQ and Billingcategories.