Most research on willingness to pay measures value by asking what you would be willing to pay. Some colleagues at the University of Amsterdam decided it was time to trade in the traditional 7-point Likert scale measures of willingness to pay for a behavioral measure of valuation. Veylinx uses auctions to reveal which product positioning or concept will sell and which consumers are willing to pay most. A cool way to measure actual willingness to pay! Want to use Veylinx for your research project? Check their website!