Field value-in-use assessment

One of the methods used in assessing the customer value in business markets. In this method customers are interviewed about cost elements associated with using the new product offering compared to an incumbent product and assign money values to these cost elements. An example would be pricing a famous brand of tractor against a competitor. This famous brand tractor has less downtime, quicker repair time, and more resale value. The task is to assess how much each element is worth to the buyer.