PRICING

Pricing study (Van Westendorp) survey template

Collect four perceived price thresholds and purchasing context for an exploratory price-sensitivity study.

10 questions · 2 pages · 5 answer formats · About 2 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.

See example results and what to do next

Use this template →Try the survey Read every question

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 perceived price thresholds for a clearly specified product or service.

Before you send it

State one currency, one billing period, and exactly what is included before the four price questions. Adapt the draft USD/month wording if that is not your offer. Keep the same offer throughout.

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.

Page 1

1. At what price would this be so expensive you would not consider it? (USD per month) (required)
Number
2. At what price would it be getting expensive, but you'd still consider it? (USD per month) (required)
Number
3. At what price would it feel like a bargain — a great buy for the money? (USD per month) (required)
Number
4. At what price would it be so cheap you'd doubt the quality? (USD per month) (required)
Number
5. How do you currently solve this problem?
Choose one
A paid toolA free toolSpreadsheets / manualI don't
6. What would make the higher price feel justified?
Long text
Page 2: Context and next steps
7. What do you currently spend per month on this category? (USD; enter 0 if nothing)
Number
8. What role do you have in purchasing this type of product?
Choose one
I decideI recommendI approve the budgetI use it but do not choose itNot applicable
9. How confident are you in the price estimates you gave?
1–7 scale (Not confident → Very confident)
10. Which factors would most justify a higher price?
Choose all that apply
Time savedBetter supportReliabilityAdvanced featuresTeam collaborationNone of these

Use this template →

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

Check each response for logically ordered price thresholds before plotting cumulative curves. Treat intersections as exploratory evidence about perceived value, not a guaranteed optimal revenue price.

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.

Example results · fictional data

From four prices to a range worth testing

40 fictional buyers priced the same software package in USD per month. All four thresholds are present and consistently ordered.

Research results

The measures behind your study

Calculated from fictional answers for this example. Unweighted; missing or invalid inputs are excluded per measure.

Price sensitivity

40 consistent responses · 0 incomplete · 0 inconsistent

Solid: too cheap · Dashed: bargain · Dotted: expensive · Dash-dot: too expensive. Price units follow your questionnaire.

Acceptable range, lower: 21
Acceptable range, upper: 46
Indifference price: 32
Equal price resistance: 26

Exploratory stated prices, not a revenue forecast. Range uses the original inverse-cheap / inverse-expensive definition. Crossings use linear interpolation and the first observed crossing when there is a tie. Charts and tables show up to 200 observed price points; intersections use every point.

Curve data

Price	Too cheap	Bargain	Expensive	Too expensive
6	100%	100%	0%	0%
8	90%	100%	0%	0%
10	80%	100%	0%	0%
12	70%	100%	0%	0%
14	60%	100%	0%	0%
16	50%	100%	0%	0%
18	40%	90%	0%	0%
20	30%	80%	0%	0%
22	20%	70%	0%	0%
24	10%	60%	0%	0%
26	0%	50%	0%	0%
28	0%	40%	0%	0%
30	0%	30%	10%	0%
32	0%	20%	20%	0%
34	0%	10%	30%	0%
36	0%	0%	40%	0%
38	0%	0%	50%	0%
40	0%	0%	60%	0%
42	0%	0%	70%	0%
44	0%	0%	80%	0%
45	0%	0%	80%	10%
46	0%	0%	90%	10%
47	0%	0%	90%	20%
48	0%	0%	100%	20%
49	0%	0%	100%	30%
51	0%	0%	100%	40%
53	0%	0%	100%	50%
55	0%	0%	100%	60%
57	0%	0%	100%	70%
59	0%	0%	100%	80%
61	0%	0%	100%	90%
63	0%	0%	100%	100%

Illustration only. Calculated from 40 invented answer sets using Plumeform's analysis code. Your results depend on the people you recruit and the answers they give.

What you can take from this

The crossings describe these buyers' price perceptions. They do not account for acquisition costs, competitors' reactions or what people would actually purchase.