Q01
Message
All templates
Price Sensitivity & Willingness-to-Pay Survey
Maps how a target market perceives a product or service's price using the four classic price-sensitivity questions, then layers in purchase intent, feature value trade-offs, and a budget allocation exercise. An AI follow-up interview digs into the reasoning behind each respondent's expensive/cheap thresholds so pricing teams get the numbers and the 'why' behind them.
Sample questions
A preview of what’s in the template. Every question is editable before you launch.
10 questions · ~6 min
Q02
Price Sensitivity (Van Westendorp)Required
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?
Q03
Rating ScaleRequired
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?
Range: 1 – 5
Min:Definitely would not buyMax:Definitely would buy
Q04
Multiple ChoiceRequired
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
Q05
Best–Worst Trade-off (MaxDiff)Required
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)
Pick best & worst per setBest:Most justifies a higher priceWorst:Least justifies a higher price
Q06
Point AllocationRequired
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)
Allocate 100 points
Q07
Rating ScaleRequired
Compared to similar products you've used, how would you rate the value for money of (Replace with product/service name)?
Range: 1 – 5
Min:Much worse value than competitorsMax:Much better value than competitors
Q08
AI Interview
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.
Q09
Multiple Choice
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
Q10
Message
That's everything — thank you! Your responses feed directly into a pricing model that shapes how we set and package prices going forward.
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
- Includes all four classic Van Westendorp price-sensitivity questions plus a purchase-intent rating at a specific test price point, so you get both the standard thresholds and real-world buying likelihood.
- Adds a MaxDiff feature-value trade-off and a constant-sum budget allocation exercise, giving pricing teams a view of which features actually justify a higher price — not just the price thresholds themselves.
- Pairs the numeric pricing questions with an AI follow-up interview that probes each respondent's reasoning behind their 'expensive' and 'too expensive' answers, turning flat data points into explained thresholds.
- Auto-generates a pricing-ready report from the combined quantitative and qualitative responses, so teams aren't left manually reconciling spreadsheet numbers with open-ended comments.
Jotform
Price Sensitivity Survey Form TemplateA ready-to-field form template built on Jotform's drag-and-drop form builder, focused on collecting price-sensitivity data. It's a static questionnaire rather than an interview experience, and customization is mainly about form fields and design, not follow-up logic.
What it does well
- Easy drag-and-drop customization within Jotform's broader form ecosystem
- Can be embedded or shared as a standalone form quickly
- Integrates with Jotform's existing data collection and notification tools
Where it falls short
- No adaptive AI follow-up questioning — respondents answer fixed fields only
- No voice AI interview option
- No automated per-response quality scoring or transparent AI prompt methodology
SurveyMonkey
Price Testing Survey TemplateA fielding-ready template from an established survey platform with strong analytics and benchmarking support. It covers standard price-testing questions but relies on static multiple-choice/rating items rather than conversational follow-up.
What it does well
- Backed by SurveyMonkey's mature analytics and reporting dashboards
- Large existing user base and benchmark data for comparison
- Straightforward to deploy across multiple distribution channels
Where it falls short
- No adaptive AI interview to probe the reasoning behind price thresholds
- No voice AI interview capability
- No transparent, per-response AI prompt methodology published
SurveySparrow
Price Sensitivity Questionnaire TemplateA conversational-style survey template that presents price-sensitivity questions in SurveySparrow's chat-like UI. It's fielding-ready but the 'conversational' format is a fixed script rather than a dynamic AI-driven interview.
What it does well
- Chat-style UI that can feel more engaging than a traditional form
- Mobile-friendly presentation for respondents
- Part of a broader survey suite with logic branching options
Where it falls short
- Conversational UI is scripted, not adaptive AI-driven follow-up questioning
- No voice AI interview option
- No automated quality scoring or documented AI prompt transparency
Typeform
Price Sensitivity Survey TemplateA polished, fielding-ready template using Typeform's signature one-question-at-a-time interface, well suited to the four core Van Westendorp questions. It is a static question flow, though, without dynamic probing based on individual answers.
What it does well
- Clean, high-engagement one-question-at-a-time interface
- Strong visual design and branding customization
- Simple logic jumps based on prior answers
Where it falls short
- No adaptive AI follow-up interview to explore individual pricing reasoning
- No voice AI interview option
- No automated per-response quality scoring or published prompt methodology
Ready to launch?
Open this template in the editor. Every part is yours to change before the first respondent sees it.