Glossary
Willingness to Pay
The maximum price a buyer would pay before walking away.
What it is
Often higher than what you currently charge, especially for clearly-differentiated offers. Van Westendorp + Gabor-Granger are common methods.
Common mistake
Asking buyers what they would pay. Stated WTP overstates by 20-40%. Behavior data is more honest than survey data.
Healthy pattern
Real WTP usually 20-50% above price floor for differentiated offers. Commodity categories have tight WTP bands.
How LoopWorker reads it
Decision Read reads WTP signals via competitor anchor tiers + scraped pricing pages. Reveals whether your category has room above your current ceiling.
Want this for your category?
The Deep Read maps the relevant competitors, evidence streams, and ranked next moves in 10 days. $8,000. 14-day usefulness standard.
See the Decision Read ladder →