The session was well-attended and included a range of experience levels.
Pricing is one of the most important areas of market research. After all, it doesn't matter how great your product or service is; if you price it incorrectly, you will not meet your business goals.
It's not enough simply to ask people what they are willing to pay. Even determining the range of prices they would be willing to pay is not enough. The Van Westendorp Price Sensitivity Meter is an easy way to get sophisticated market data about how to price your product or service.