No guesswork, no long wait times.
Learn what customers will pay
Ask prospective buyers how they respond to different price points before setting your offer.
01
CONTEXT
Understand what customers pay for today
Price expectations develop from the alternatives customers already use and the outcome they receive. Testing a number without that context can produce answers detached from a real purchase decision.
Canvass asks prospective buyers what they currently use, what it costs, and why they chose it. Teams can interpret willingness to pay against the customer’s existing reference point.
Test responses across realistic price points
A single proposed price shows acceptance at one point but provides little guidance about the wider range. Teams need to see how purchase intent changes as the commitment increases.
Canvass presents consistent price points to defined respondent groups and records the reason behind each response. The findings show where resistance increases within the study population.
02
RANGE
03
VALUE
Learn what makes a price feel acceptable
Customers judge price against the result they expect and the risk they associate with buying. The same amount can feel reasonable for one use case and excessive for another.
Conversational surveys ask respondents what value would justify the price and which concerns reduce it. Canvass groups those explanations so teams can see what supports willingness to pay.
Compare price with product trade-offs
Customers may accept a lower price for a limited offer or pay more for capabilities that remove an important constraint. Pricing research needs to examine the package alongside the number.
Canvass presents offer configurations under consistent questions and asks respondents to choose between them. Teams can see which capabilities influence price acceptance across the intended audience.
04
TRADE-OFFS
05
SEGMENTS
Compare willingness to pay across groups
Income, business size, use case, and available alternatives can change how customers respond to the same price. An overall average can conceal a viable group and an unsuitable one.
Canvass collects only the respondent information required by the study and compares price responses across defined groups. Teams can assess whether one offer or separate packages fit the evidence.
Keep the pricing decision reviewable
Pricing decisions affect revenue and customer access, so leaders need more than a preferred number. They need the audience, alternatives, and reasoning behind the response.
Canvass authenticates responses and preserves the study context attached to each finding. Teams can connect the selected price range to the customer evidence that supports it.
06
DECISION
No guesswork, no long wait times.