What customer interviews can teach you about your pricing strategy

Pricing is a critical aspect of a subscription app's growth strategy, yet it poses challenges due to the risks involved in changing prices and the difficulty of obtaining accurate insights through user interviews. To navigate these challenges, it's essential to understand customer perceptions and value drivers by engaging directly with potential, existing, and churned customers, rather than relying solely on surveys or competitor research. User interviews about pricing can be skewed by response bias, as participants often aim to please and may not accurately predict their future actions. Therefore, it's crucial to formulate questions that reveal genuine insights into customers' current spending and priorities, complemented by other research methods like quantitative analysis and A/B testing. Exploring pricing strategies requires understanding different customer segments and their unique motivations, with the goal of developing reliable hypotheses for testing. Despite the inherent difficulties, well-prepared user interviews can provide valuable insights that inform effective pricing strategies.