[agorabeta]

i completely agree! when we were asking discovery questions, people tend to want to talk about the pain point and that gives you an illusion of validation. as soon as we ask, so how much would you pay for this? the conversation shifts and the true priorities come out.

[tchock23]

Take any answer to a question phrased as "would you do XYZ" as essentially worthless.

It's all reported behavior and can/will differ vastly from actual behavior - especially in regards to willingness to pay.

Instead focus on behaviors they are already exhibiting (e.g., what are you buying now in this space/category, and why?).