Price Sensitivity (Van Westendorp)

Use the Van Westendorp method to determine the accepted price range of your product – through four targeted price questions from too cheap to too expensive.

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Price Sensitivity (Van Westendorp) – questionnaire preview

The Van Westendorp Price Sensitivity Meter derives the accepted price range and indications of the optimal price point from four price questions. Respondents state the price at which a product seems too cheap, cheap, expensive or too expensive. The intersections of the resulting curves reveal the lower price limit, upper price limit and the optimal price.

When should you use this template?

This template is a great fit for:

  • When setting the price for a new product
  • Before adjusting prices in an existing range
  • To determine the accepted price range in the market

Every question in this template

  1. 1

    How familiar are you with this type of product?

    Single choice
    • Very familiar, I use it regularly
    • Somewhat familiar
    • Not very familiar
    • Not familiar at all
  2. 2

    At what price in euros would the product be so cheap that you would doubt its quality?

    Number
    123
  3. 3

    At what price in euros would the product be cheap and a good deal?

    Number
    123
  4. 4

    At what price in euros does the product start to seem expensive, but you would still consider it?

    Number
    123
  5. 5

    At what price in euros would the product be so expensive that you would not buy it?

    Number
    123

Frequently asked questions

How are the results analysed?
The four price questions are turned into cumulative curves. Their intersections mark the lower price limit, the upper price limit and the optimal price point, where resistance is lowest.
Do respondents need to know the product?
Yes. Describe the product clearly before the price questions so that respondents can form a realistic price expectation. The introductory familiarity question helps with the analysis.

Start with this template

Load the template into DataLion, adapt it to your brand and start collecting responses — GDPR-compliant, in minutes.

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