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The Scenario

Pricing is one of the hardest go-to-market decisions. Ask a budget buyer and they’ll say it’s too expensive. Ask a premium buyer and they’ll say it’s reasonable. The truth lives in the tension between them. This playbook creates two opposing personas and runs them through the same Focus Group evaluating your product at multiple price points. The output is a structured price-sensitivity analysis from opposing perspectives.
Mavera-only workflow. No conjoint analysis software, no survey panels, no incentive budgets. Just Mavera’s Personas, Focus Groups, and Chat surfaces.

When to Use This

  • Pre-launch pricing decisions — find the range that maximizes both WTP and adoption.
  • Tier structure design — which features justify premium vs standard pricing?
  • Price increase planning — simulate reactions from loyal customers and price-sensitive prospects.
  • Competitive pricing — test your price against a competitor’s with opposing buyer mindsets.
  • Freemium vs paid debates — let opposing personas argue for and against free tiers.

Architecture


What You Need


Step 1 — Create Opposing Personas

The key is making these genuinely opposed — not just different price preferences, but different value frameworks.

Step 2 — Define Product and Price Points


Step 3 — Run the Debate Focus Group

Both personas participate in the same group. Questions surface the tension between their opposing value frameworks.

Step 4 — Parse the Debate

Separate responses by persona type and display side by side.

Step 5 — Generate Pricing Recommendation


Example Output


Variations

After the first debate narrows the range, test smaller increments:

Credits Estimate

The debate format is highly efficient — opposing perspectives from a single Focus Group rather than two separate studies. Roughly half the cost of running each persona independently.

What’s Next

Industry Panel Simulation

Expand from 2 opposing personas to 10 buying-committee members

Message Testing Matrix

Test which messaging angle works best at each price point

Pricing Research

Full Van Westendorp analysis with persona segments

Generational Content Testing

How pricing perception varies across age demographics

Persona Selection Guide

Choose the right persona types for your research goal

Credits & Budget

Pre-flight checks and usage tracking