Masterclass: Work out what people are willing to pay for your solution

Stop guessing your pricing. Learn how to uncover what customers will actually pay through qualitative research - essential when you're too novel for benchmarking.

Pricing is brutally hard for novel products, especially in the age of AI. You can't just copy a competitor if there are no competitors. You probably don't have enough customers yet to run statistically valid surveys or conjoint analysis. And your gut feel could be leaving serious money on the table or pricing you out of the market entirely.

This masterclass teaches you how to run qualitative pricing research that reveals the mental models customers use when evaluating price, the thresholds that shape their decisions, and what they're willing to pay relative to other things in their lives.

You'll leave with frameworks you can apply immediately, plus templates to run this research on your own.

Who this is for

Founders, product managers, pricing leads and growth teams who've run customer research before and need to crack pricing for a novel product.

This isn't a beginner course. We're assuming you know how to recruit and talk to customers - now you want the advanced techniques for extracting pricing insights without making people clam up or give you useless answers.

B2C and B2B both welcome. The principles overlap more than you'd think.

What we'll cover

Why qualitative pricing research matters Why it's not just valid but essential for novel products, and how it complements (or replaces) quantitative methods when you're early stage.

Getting people comfortable talking about money There's an art to pricing conversations. Learn how to structure questions so people open up about what they spend and why, especially with existing customers.

Understanding customer mental models Techniques for mapping the price points customers instinctively associate with your product category, and the upper and lower spending thresholds that shape their decisions.

Relative spending and prioritisation How to understand what adjacent products or services people are buying, and how to use willingness-to-pay as a ruthless lens for prioritising your roadmap and feature set.

Indirect approaches to pricing Ways of learning what people will pay without talking about money directly (useful when direct questions don't work).

Hands-on practice You'll work on both your own pricing challenges and case study examples we've prepared. You'll populate frameworks during the session that you can take straight back to your business.

What you'll leave with

Pricing research frameworks and templates ready to use on your next projectFull session recording so you can revisit techniques laterPopulated worksheets from the exercises20% discount on future masterclasses and 1-to-1 coaching

Event details

Date: Tuesday 27 May 2026 Time: 1:00pm - 5:00pm Location: Somerset House, London (specific room confirmed to ticket holders 3 days before) Capacity: Maximum 10 attendees Price: £440 + VAT

Coffee, tea and snacks provided throughout.

Optional drinks nearby afterwards for anyone who wants to continue the conversation.

What to bring

Laptop optional (useful for AI-assisted exercises, but not essential)Your current pricing (if you have it), competitor pricing (direct and indirect), who your buyer is, and what you know about their budgetPen and paper for notes

Pre-work: Before the session, map out your current pricing and 3-5 competitors (direct or indirect) if they exist. Note what you know about your buyer's budget and spending patterns. Come ready to test your assumptions.

About your facilitators

We've spent 19 years refining these techniques across nearly 100 clients and thousands of customer interviews. We teach research methods at LSE, Royal College of Art and Central Saint Martins, and have mentored hundreds of startups through Google for Startups.

These aren't theoretical frameworks - they're battle-tested approaches we use with paying clients every week.

Refund policy

Full refund if cancelled more than 7 days before the event50% refund if cancelled between 7 days and 48 hours beforeNo refund within 48 hours of the event

Questions?

Email us at hello@muirwood.co.uk or check out the full programme at muirwood.co.uk/research-masterclasses

Limited to 10 people. Book early to secure your spot.