Price Sensitivity & Willingness-to-Pay Survey

Thanks for taking a few minutes to help us think through pricing! Your responses are completely confidential and anonymized. There are no wrong answers here — we're just trying to understand what feels fair, cheap, or expensive to you. About 5-6 minutes.

Four quick questions about price.

• At what price would you consider (Replace with product/service name) to be priced so low that you'd question its quality? (Template note: replace with your own product name and, if useful, show respondents a description or image of it before this question.)
• At what price would you consider (Replace with product/service name) to be a bargain — a great deal for the money?
• At what price would you consider (Replace with product/service name) to be getting expensive — not out of the question, but you'd need to think hard before buying it?
• At what price would you consider (Replace with product/service name) to be so expensive that you would not consider buying it at all?

At a price of (Replace with test price point), how likely would you be to purchase (Replace with product/service name) in the next 3 months?

In the last 30 days, roughly how much have you spent on (Replace with product category, e.g., 'project management software')?

• $0
• $1-$25
• $26-$50
• $51-$100
• $101-$250
• More than $250

Which of these features most justifies paying a higher price?

• (Replace with feature A)
• (Replace with feature B)
• (Replace with feature C)
• (Replace with feature D)
• (Replace with feature E)
• (Replace with feature F)

Imagine 100 points represent the total value you get from this product. Distribute them across these plans based on how much value each one delivers relative to its price.

• (Replace with Basic plan name/price)
• (Replace with Standard plan name/price)
• (Replace with Premium plan name/price)

Compared to similar products you've used, how would you rate the value for money of (Replace with product/service name)?

Probe the reasoning behind this respondent's 'expensive' and 'too expensive' price points from the earlier pricing questions — what specifically would need to be true (features, quality signals, brand trust) for them to accept a higher price, and what would make them walk away. If their stated purchase intent seems inconsistent with their price thresholds (e.g., high intent at a price they called 'expensive'), gently surface and explore that tension rather than pointing it out as a contradiction.

Which range best describes your total annual household income?

• Under $30,000
• $30,000-$59,999
• $60,000-$99,999
• $100,000-$149,999
• $150,000 or more
• Prefer not to say

That's everything — thank you! Your responses feed directly into a pricing model that shapes how we set and package prices going forward.