RESEARCH
Gabor–Granger price ladder survey template
Explore stated willingness to buy an identical offer at a sequence of prices.
7 questions · 5 pages · 3 answer formats · About 1 min
Time is estimated from all questions, including matrix rows. Branching can shorten a path; reading, consent and longer written answers can add time. Confirm it with a pilot.
- Simple logic
- Page branching
Free to use within your plan's response allowance. Edit the wording and options before publishing.
Use this template opens an editable draft after sign-in. Questions, answer options and configured logic carry over; nothing is published until you choose to publish.
Try the questionnaire
Answer it before you use it.
Try the actual questions, follow-ups and endings. Preview answers stay in this tab and disappear when you close or restart it. Nothing is submitted.
Who this is for
Teams exploring a defined offer's price range.
Before you send it
Specify the offer and currency in the welcome screen. This ascending USD/month ladder skips higher prices after a No. Replace all price points before launch; order can influence answers.
Questionnaire preview
These are the questions and answer options copied into your draft. Bracketed text is a prompt to customize. Matrix questions contain several statements, so allow time for each row.
How this template adapts
A No skips the remaining higher prices and goes to the decision questions.
- Yes moves up the ladder; No ends the price task.
- Every path reaches the same final page.
- Change the price labels together with the offer description before launch.
Test the setup before sharing
- Decline at each price and verify the next page.
- Accept every price to test the entire ladder.
The preview below lists every possible question. Respondents see only the questions on their path. Open this template in the builder to test it with live answers.
Page 1
1. Would you buy this offer for $10 per month? (required)
Choose one
YesNoPage 2: Price: $20
2. Would you buy the same offer for $20 per month? (required)
Choose one
YesNoPage 3: Price: $30
3. Would you buy the same offer for $30 per month? (required)
Choose one
YesNoPage 4: Price: $40
4. Would you buy the same offer for $40 per month? (required)
Choose one
YesNoPage 5: Your decision
5. What most influenced your price decision?
Long text
6. How soon would you realistically need this offer?
Choose one
NowWithin 3 monthsLaterNo current need7. How confident are you in those purchase decisions?
1–7 scale (Not confident → Very confident)
Use the builder link to retain logic, piping, consent, scoring, and randomization. Plain text copies wording only; piped answers become editable placeholders.
How to read the results
Treat skipped higher prices after a No as inferred rejections, not observed answers. Plot stated acceptance by price; price times acceptance is a relative index, not a revenue forecast.
Preview your edited survey on desktop and mobile, run a small pilot, and review an export before inviting the full audience. Adding questions is optional: keep the ones that support your decision.
Keep building your study
A draft consent gate, a working eligibility branch, and an attention item for a study of online-shopping experiences.
Test concept comprehension, appeal, relevance, and stated intent before investing in development.
Capture a short account of a recent experience across repeated study waves.
Count the questions and reading load before confirming timing with a pilot.
Start
Start with this template.
Make it your own.
Free to use within your plan's response allowance. 100 responses a month on Free, and no credit card.