"I just did this with a new product we launched. My lowest plan was priced at $9/month. We did a usability test with our target market and ask them (at the end) what they expected to pay for a product like this. Only 1 person said a number lower than $20/month–and they went as high as $100/month."
However, that doesn't imply that they WOULD pay that for a product. The conclusion they might draw (validly or otherwise) could be "I'd expect to pay a lot more for this product, so I won't even consider it an option - it's out of my range."
I might expect to pay $1,000 for a table for 4 at one of Gordon Ramsay's restaurants. I might be pleasantly surprised to find the average bill around $600. That doesn't mean I'll pay $600 for that, though.
However, that doesn't imply that they WOULD pay that for a product. The conclusion they might draw (validly or otherwise) could be "I'd expect to pay a lot more for this product, so I won't even consider it an option - it's out of my range."
I might expect to pay $1,000 for a table for 4 at one of Gordon Ramsay's restaurants. I might be pleasantly surprised to find the average bill around $600. That doesn't mean I'll pay $600 for that, though.