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
Market 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 market?
A Market Read reviews your firm's public marketing and up to 3 competitors, with prioritized recommendations. $750, credited toward your first month.
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