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Pricing & Packaging

Van Westendorp Price Sensitivity & Willingness-to-Pay Survey

Measures acceptable price ranges, perceived value, and purchase intent for consumer products using the Van Westendorp Price Sensitivity Meter. Designed for product managers and pricing researchers evaluating new or existing product pricing strategies.

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Sample questions

A preview of what’s in the template. Every question is editable before you launch.

28 questions · ~12 min
Q01
Message

Welcome to this study on product pricing perceptions. Your participation is entirely voluntary, and you may stop at any time. There are no right or wrong answers — we are interested in your honest opinions. All responses are confidential, anonymized, and reported only in aggregate for research purposes. This survey takes approximately 12 minutes to complete.

Q02
Long Text

For this survey, please think of one specific consumer product you might buy soon (e.g., wireless earbuds, an air fryer, a smart thermostat). You will answer all pricing questions about this same product. Please name the specific product you are considering:

Q03
Message

The next four questions ask you to think about different price points for the product you named. Please enter a number in your local currency for each.

Q04
Opinion Scale

At the typical price you stated, how would you rate the overall value for money of this product?

Scale: 1 – 7
Min:Very poor valueMax:Excellent value
Q05
Long Text

In a sentence or two, what would clearly justify paying a higher price for this product?

Q06
Dropdown

What is your age?

  • 18–24
  • 25–34
  • 35–44
  • 45–54
  • 55–64
  • 65+
  • Prefer not to say
Q07
Message

Thank you for your time. Your responses help us better understand price expectations and value perceptions for consumer products. You may now submit your survey.

Q08
Multiple Choice

Have you purchased this type of product in the past 12 months?

  • Yes
  • No
Q09
Long Text

At what price would you consider this product to be so expensive that you would not consider buying it, regardless of its quality? (Enter a number in your local currency.)

Q10
Opinion Scale

How likely are you to purchase this product at your typical price within the next 30 days?

Scale: 1 – 7
Min:Extremely unlikelyMax:Extremely likely
Q11
Long Text

Based on your responses in this survey, is there anything else you would like to share about your price expectations or how you evaluate value for this type of product?

Q12
Multiple Choice

What is your gender identity?

  • Woman
  • Man
  • Non-binary
  • Prefer not to say
Q13
Multiple Choice

Why haven't you purchased this type of product recently? Select all that apply.

  • Too expensive
  • Didn't need one
  • Hard to compare options
  • Didn't trust the quality
  • Couldn't find the right features
  • Availability or delivery issues
  • Prefer to spend on other priorities
  • Other (please specify)
Q14
Long Text

At what price would you consider this product to be so inexpensive that you would question its quality? (Enter a number in your local currency.)

Q15
Opinion Scale

How important is build quality and materials when deciding whether to pay more for this product?

Scale: 1 – 5
Min:Not at all importantMax:Extremely important
Q16
AI Interview

We'd like to explore your pricing thinking a bit further. Based on the prices you provided, what factors most influenced where you set your upper and lower price limits?

Q17
Dropdown

In which country or region do you currently live?

  • United States
  • United Kingdom
  • Canada
  • Australia
  • Germany
  • France
  • India
  • Brazil
  • Japan
  • Mexico
  • South Korea
  • Netherlands
  • Spain
  • Italy
  • Sweden
  • Other (please specify)
  • Prefer not to say
Q18
Multiple Choice

For this type of product, are you the main purchase decision-maker?

  • Yes
  • No
  • Shared decision
Q19
Long Text

At what price would you consider this product to be starting to get expensive — not out of the question, but you would need to think carefully before buying? (Enter a number in your local currency.)

Q20
Opinion Scale

How important is brand reputation when deciding whether to pay more for this product?

Scale: 1 – 5
Min:Not at all importantMax:Extremely important
Q21
Dropdown

What is the highest level of education you have completed?

  • Some high school
  • High school or equivalent
  • Some college or associate degree
  • Bachelor's degree
  • Postgraduate (Master's/PhD/Professional)
  • Prefer not to say
Q22
Long Text

At what price would you consider this product to be a bargain — a great buy for the money? (Enter a number in your local currency.)

Q23
Opinion Scale

How important is warranty or after-sales support when deciding whether to pay more for this product?

Scale: 1 – 5
Min:Not at all importantMax:Extremely important
Q24
Multiple Choice

What is your current employment status?

  • Employed full-time
  • Employed part-time
  • Self-employed
  • Student
  • Unemployed
  • Retired
  • Homemaker
  • Prefer not to say
Q25
Long Text

What is the typical price you would expect to pay for this product today? (Enter a number in your local currency.)

Q26
Opinion Scale

How important is design and aesthetics when deciding whether to pay more for this product?

Scale: 1 – 5
Min:Not at all importantMax:Extremely important
Q27
Opinion Scale

How important are unique features not found in alternatives when deciding whether to pay more for this product?

Scale: 1 – 5
Min:Not at all importantMax:Extremely important
Q28
Opinion Scale

How important are positive reviews and recommendations when deciding whether to pay more for this product?

Scale: 1 – 5
Min:Not at all importantMax:Extremely important

What’s included

  • AI follow-ups

    Adaptive probes on open-ended answers that pull out detail a static form would miss.

  • Attention checks

    Built-in safeguards against rushed answers and low-quality respondents.

  • AI-drafted copy

    Wording, ordering, and branching written by the AI — tuned to your research goal.

  • Auto report

    Themes, quotes, and a plain-English summary write themselves once responses come in.

How it compares

We reviewed the closest templates from other survey tools. Here’s what they do well — and where this template goes further.

Why this template

  • Implements the full classic Van Westendorp four-question price battery (too expensive, too cheap, getting expensive, bargain) plus a stated 'typical price' question, so you get both the standard PSM curve inputs and a direct willingness-to-pay anchor.
  • Adds purchase-behavior screening (recent purchase, non-purchase reasons, decision-maker role) so responses can be segmented by whether someone actually buys or decides on this product category.
  • Includes value-driver opinion scales (build quality, brand, warranty, design, unique features, reviews) that let you connect price sensitivity to specific product attributes, not just a bare price curve.
  • Closes with an AI follow-up interview that adaptively probes each respondent's own stated prices and value-justification answer, turning static numbers into explained reasoning, alongside auto-generated reporting and transparent prompts you can audit.

Jotform

Price Sensitivity Survey Form Template

A ready-to-use fielding template built on Jotform's drag-and-drop form builder, covering core price sensitivity questions. It's a static form with no adaptive questioning logic and relies on Jotform's general form/response analytics rather than research-specific reporting.

What it does well

  • Quick to deploy via a familiar drag-and-drop form builder
  • Easy to customize branding and layout
  • Broad integration ecosystem typical of Jotform

Where it falls short

  • No adaptive AI follow-up probing on individual price answers
  • No published methodology or prompt transparency
  • No built-in per-response quality scoring

SurveySparrow

Price Sensitivity Questionnaire Template

A conversational-style survey template aimed at marketers assessing price sensitivity, presented in SurveySparrow's chat-like UI. It offers a pleasant respondent experience but, like most static templates, doesn't adapt question content based on what a respondent has just said.

What it does well

  • Conversational, chat-style respondent experience
  • Marketing-oriented template positioning
  • Simple template customization within SurveySparrow's platform

Where it falls short

  • No adaptive AI interview or dynamic follow-up questions
  • No automated per-response quality scoring
  • No transparent, inspectable AI prompt logic since there's no AI component

Typeform

Price Sensitivity Survey Template

A polished, conversational-style form template well-suited for a clean respondent experience. It's a fixed-question template without voice or AI interview capabilities, and reporting depends on Typeform's standard results dashboard rather than research-specific auto-generated reports.

What it does well

  • Strong visual design and smooth respondent UX
  • Simple one-question-at-a-time flow
  • Easy embedding and sharing

Where it falls short

  • No adaptive AI or voice interview follow-up
  • No guided screen-share tasks
  • No per-response quality scoring or research-grade auto-reporting

Ready to launch?

Open this template in the editor. Every part is yours to change before the first respondent sees it.

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