Survey Template10 questions~4-5 minutes

Pricing Research Survey Template: Find Your Optimal Price

Pricing research surveys help you understand what customers will pay and find the price that maximizes revenue. This template includes the Van Westendorp price sensitivity meter and purchase intent questions.

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Questions

4-5 minutes

To Complete

Closed Questions

Open Questions

Sample Questions Included

Open-EndedVan Westendorp: too expensive threshold

At what price would you consider [Product] to be so expensive that you would not consider buying it?

Open-EndedVan Westendorp: too cheap threshold

At what price would you consider [Product] to be priced so low that you would question its quality?

Open-EndedVan Westendorp: expensive but acceptable

At what price would you consider [Product] starting to get expensive, but you would still consider buying it?

Open-EndedVan Westendorp: bargain threshold

At what price would you consider [Product] to be a bargain—a great buy for the money?

Multiple ChoicePurchase intent at specific price point

How likely would you be to purchase [Product] at [$X]?

Definitely would notProbably would notMight or might notProbably wouldDefinitely would

Multiple ChoiceRelative value perception

Compared to alternatives, how would you rate the value of [Product]?

Much worse valueSomewhat worseAbout the sameSomewhat betterMuch better value

Open-EndedIdentifies premium value drivers

What would [Product] need to include for you to pay a premium price?

When to Use This Template

New product pricing

Price optimization for existing products

Premium tier development

Market entry pricing strategy

Competitive pricing analysis

Best Practices

1.Describe the product fully before asking price questions
2.Use realistic price ranges based on market context
3.Ask Van Westendorp questions in the correct order
4.Segment results by customer type—different segments have different sensitivities
5.Validate survey findings with real-world pricing tests

Industries Using This Template

SaaSConsumer GoodsE-commerceProfessional ServicesTechnology

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Frequently Asked Questions

Surveys indicate directional price sensitivity but often overstate willingness to pay. Use results to narrow the range, then validate with market tests.

It depends on your goals. For Van Westendorp, let respondents give their own numbers. For purchase intent testing, test specific price points.

Related Resources

Guide