If you read the book "Thinking fast and slow" (excellent book btw), one of the concepts is a baseline price. For example, if nobody knows the worth of your product, they tend to compare with an alternative - the closest competitive product or substitute. This gives you an idea of what you can charge. That defines your product price range. You cannot avoid the comparison because everyone googles, and if they can't find the equivalent, they will find the closest. This approach is not really scientific but I find that I can relate to this very easily then reading "X% says they will pay $100 for this" in a survey. Hope this helps.