Value-based pricing is predicated upon an understanding of customer value. In business-to-consumer markets, sellers should understand the impact their products or services have on end user utility. In the business-to-business environment, companies must know how their offering helps customers, that is other businesses, become more profitable.[3] In many settings, gaining this understanding requires primary research. This may include evaluation of customer operations and interviews with customer personnel. Survey methods are sometimes used to determine the value a customer attributes to a product or a service. Purchase intent, won/loss analysis and financial value measurement are examples of basic research methods that can unearth customer insights during the pricing process.[3] The results of such surveys often depict a customer's 'willingness to pay.'