From what people say they’d pay: a range to start from, not a price tag.

$0$20$40$60$80

Price check
$10

$12willing

$17max

$30prohibitive

$10willing

$15max

$26prohibitive

$8willing

$12max

$20prohibitive

Smoked Peach Habanero

Black Garlic Chipotle

Green Mango Serrano

	Acceptable prices	Balance point	Best-revenue price	Premium over the others	What likely users would pay	At $10
Smoked Peach Habanero	$7.50 – $23192 respondents	$12.99indifference $14.99	$11.9984% said they’d pay it	+18%more	$20vs $14 from the rest	92% would pay · 1% call it prohibitive
Black Garlic Chipotle	$6.50 – $19.99197 respondents	$10.99indifference $12.99	$1272% said they’d pay it	+0%about the same	$16vs $12.50 from the rest	84% would pay · 2% call it prohibitive
Green Mango Serrano	$5 – $15.99194 respondents	$8.50indifference $9.99	$9.9966% said they’d pay it	−21%less	$14vs $10 from the rest	65% would pay · 10% call it prohibitive

Would they buy at your prices?

Each respondent was asked about two of these prices for each piece of content, picked at random. “Would buy” counts Definitely and Probably; people say yes more readily than they buy, so the definitely share is the safer read. In bold, each piece of content’s best-revenue price: the price where price × the would-buy share is highest.

	$8, one-time	$10, one-time	$12, one-time	$14, one-time	$16, one-time
Smoked Peach Habanero	94%66% definitely · 90	83%39% definitely · 83	72%46% definitely · 87	64%23% definitely · 74	47%26% definitely · 66
Black Garlic Chipotle	87%51% definitely · 83	78%39% definitely · 87	52%26% definitely · 77	41%24% definitely · 82	35%8% definitely · 71
Green Mango Serrano	70%40% definitely · 67	51%24% definitely · 88	34%12% definitely · 82	26%9% definitely · 81	28%13% definitely · 82

What each group of payers favored

Do people who said they’d pay more rank a different piece of content first?

Not clearly. No piece of content is clearly favored more by high payers or by low payers: too close to call with 200 respondents.

Respondents in thirds by how much they said they’d pay at most, compared with what others said for the same piece of content. Each row is the share of each third who ranked it first.

Share who ranked it first

0%10%20%30%40%50%

Green Mango Serrano

LMH

L 21% · H 30%Too close to call

Smoked Peach Habanero

LMH

L 31% · H 33%Too close to call

Black Garlic Chipotle

LMH

L 48% · H 37%Too close to call

From what people say they’d pay at most: a range to start from, not a price tag.