Best way to measure willingness to pay for a new SaaS tool?

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Working on a pricing study for a B2B software product and not sure whether to go with Van Westendorp or conjoint. What's actually worked for you?

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Marcus Johnson · Answer

Both work but for B2B SaaS I'd lean conjoint (specifically choice-based conjoint) if you have 3+ pricing tiers or feature bundles to test — it gives you cleaner trade-off data. Van Westendorp is faster and cheaper if you just need a ballpark acceptable price range. Tools like Qualtrics or even Conjointly make CBC pretty accessible now without needing a stats PhD.

Best way to measure willingness to pay for a new SaaS tool?

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