I think this is actually the absolutely wrong way to do it. By asking people what they would pay for, you often constrain your idea space to the space of "incre

I think this is actually the absolutely wrong way to do it. By asking people what they would pay for, you often constrain your idea space to the space of "incremental ideas that sound good that lots of people have thought of," rather than explore the space of "revolutionary, new-market or market-disruptive ideas that most people think are stupid (without the benefit of hindsight)." The right approach, I think, is to build a prototype and then ask people if they would pay for that prototype, rather than forcing people to imagine a product.