---
title: "Research on how younger app users decide what to pay for | antedote"
description: "Qualitative research with younger app users in three European markets, on how they decide what to pay for."
url: "https://antedote.com/explore-our-work/monetization-product-strategy/"
author: "antedote"
---

# Choosing between three explanations of what makes younger users pay

Every theory of why people pay points to different product decisions. A consumer app company had three for its younger users, so we tested them in person across three European markets.

**Client**
Consumer app company

**Industry**
Consumer technology

**Markets**
Three European markets

**Kind of work**
Product and pricing

**Our role**
Qualitative research on how younger users pay, in three European markets

## The question

The company’s team had three competing explanations for how younger users decide what to pay for: pricing, the product itself, or a change in how younger people pay.

Each pointed to different product decisions, so the team needed evidence strong enough to tell them apart.

## Our approach

We built the hypotheses from desk research, then tested them face to face with younger users, students and workers alike, across the three markets.

To separate what people say about paying from what prompts them to pay, we started with how they handle money itself, and with the apps and platforms they already pay for.

Between sessions, AI support let us check emerging hunches across ages and markets, and we took them back into the next sessions as sharper questions.

The company had run parallel research in North America. We set every theme beside it, to see which patterns were specific to these European markets and which were shared.

## What the team came away with

The executive team had a map of how younger users decide what to pay for, setting out the distinct ways into paying.

Alongside it came a toolkit the product team could work from directly, and a starting point for each market.

## Related work

[View product and pricing case studies](https://antedote.com/explore-our-work/?work=Product%20and%20pricing#library)

- Consumer technology

    ### [Deciding what the next accessories range should be](https://antedote.com/explore-our-work/planning-an-accessories-range/)

    Four years later, the client asked us to rerun the portfolio model on its newer range.

- Connected fitness

    ### [Pricing and positioning a future product for Tonal](https://antedote.com/explore-our-work/tonal-product-range-research/)

    Tonal’s customer insights director has said the report was shared with its executive team and its board.

**What we do**
[Strategic research](https://antedote.com/what-we-do/strategic-research/)

## Planning a range or a price?

Bring the choice in front of you, and we’ll suggest how to approach it.

[Talk to us](https://antedote.com/talk-to-us/) · [hello@antedote.com](mailto:hello@antedote.com)

A partner or director will reply.