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 behavio

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?).