How would you test a price increase?

You are a data scientist at a B2C AI video editing software company (subscription-based, with a free trial and paid tiers). Product leadership is considering **raising prices** (e.g., increasing the monthly price of the Pro plan by 10–25%). Design an analysis and experimentation plan to answer: 1) **Should we raise the price?** 2) **By how much, and for which segments/plans?** 3) **How do we roll it out while minimizing risk?** In your answer, address: - Key success metrics and guardrails (including tradeoffs) - How you would estimate price sensitivity/elasticity - An A/B (or multivariate) experiment design, including unit of randomization and how you’d handle existing subscribers - Major confounders and biases to watch for (e.g., seasonality, selection effects, plan switching) - How you would interpret results and decide a rollout plan