User Interviews
Developing a User Interview Script to Explore Willingness to Pay
This prompt helps teams design an interview script aimed at understanding how much users are willing to pay for a product or feature. It focuses on uncovering user perceptions of value, pricing expectations, and factors influencing their willingness to pay, providing actionable insights for pricing strategies.
Responsible:
Product Management
Accountable, Informed or Consulted:
Product, Marketing, Sales, Finance
THE PREP
Creating effective prompts involves tailoring them with detailed, relevant information and uploading documents that provide the best context. Prompts act as a framework to guide the response, but specificity and customization ensure the most accurate and helpful results. Use these prep tips to get the most out of this prompt:
Gather data on competitor pricing and market benchmarks.
Define the value proposition of the product or feature being discussed.
Identify user segments likely to provide diverse perspectives on pricing.
THE PROMPT
Help create a user interview script to explore willingness to pay for [product/service name or specific feature]. Include:
A brief introduction to explain the purpose of the conversation without leading responses (e.g., 'We’re looking to understand how users value [product/feature] to refine our pricing strategies.').
Questions to identify perceived value (e.g., 'What do you think is the most valuable aspect of this product for you?').
Probing questions about pricing expectations (e.g., 'What price range would you consider fair for this product, and why?').
Hypothetical scenarios to test value perception (e.g., 'If we added [specific feature], how would it affect your willingness to pay?').
A closing section for users to share any additional thoughts about pricing or payment models.
If more information about the audience, product, or pricing context is required, ask clarifying questions to refine the script.
Bonus Add-On Prompts
Create follow-up questions to understand factors that make users hesitant to pay a higher price.
Propose ways to test pricing tiers or models during the interview process.
Suggest questions to explore user preferences for payment options, such as subscriptions or one-time purchases.
Use AI responsibly by verifying its outputs, as it may occasionally generate inaccurate or incomplete information. Treat AI as a tool to support your decision-making, ensuring human oversight and professional judgment for critical or sensitive use cases.
SUGGESTIONS TO IMPROVE
Include region-specific pricing discussions for global markets.
Focus on comparing willingness to pay across different user personas.
Add questions about perceived value based on current usage frequency or outcomes.
Incorporate discussions about alternative payment structures (e.g., pay-as-you-go, premium tiers).
Tailor the script to test pricing elasticity for new features.
WHEN TO USE
To refine pricing strategies for new or existing products.
When launching new features or tiers with potential pricing implications.
During customer research for competitive positioning in the market.
WHEN NOT TO USE
If users lack familiarity with the product or feature being priced.
When focusing on free offerings without a pricing component.