Pricing research

Price sensitivity (Van Westendorp) survey template

The four Van Westendorp questions that give you an acceptable price range and an optimal price point.

5 questions · about 2 minutes to complete · free on every plan

Free account required. The template is copied into your workspace; edit anything before publishing.

When to use it: When setting the price of a new product or plan.
Who it is for: People who would plausibly buy, after a clear description.

How to use this template

Describe the product concretely before any price question.
For the four Van Westendorp questions, plot the cumulative curves; the acceptable range is between the two crossings.
Never ask 'what would you pay?' on its own; anchor it with options or thresholds.

Questions in the price sensitivity (van westendorp) template

1. At what price would this be so cheap that you would doubt its quality?
open text
2. At what price would this be a bargain — a great buy for the money?
open text
3. At what price would this start to seem expensive, but you would still consider it?
open text
4. At what price would this be too expensive to consider?
open text
5. How likely would you be to buy it at the 'bargain' price you gave?
single choice · Definitely, Probably, Might, Probably not, Definitely not

What the results look like

IllustrativeSynthetic sample of 120 responses generated for this preview, not real survey data. Your results page shows the same charts for your own responses.

1.How likely would you be to buy it at the 'bargain' price you gave?

120 answered

Answer distribution
Answer	Count	Percent
Definitely	31	26%
Probably	18	15%
Might	34	28%
Probably not	18	15%
Definitely not	19	16%

How to read these questions

single choice: Read the share choosing each option, then cross-tab by a segment question to see who differs.

Frequently asked questions

What is the Van Westendorp price sensitivity meter?

Four questions asking at what price the product would be too cheap, a bargain, getting expensive and too expensive. Plotting the answers gives an acceptable price range and an optimal price point.

How long does the price sensitivity (van westendorp) survey take to complete?

About 2 minutes: 5 questions, most of them single-tap. Every question can be edited, removed or reordered in the builder before you publish.

Is this template free to use?

Yes. Every template is included on the Free plan. Sign up, click Use this template, and it is copied into your workspace where you can edit it, add your logo and share it by link, email or embed.