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Dynamic Pricing Fairness Perceptions Survey
Measures consumer attitudes toward dynamic and surge pricing across rideshare, delivery, travel, and retail, identifying key fairness drivers, transparency preferences, and acceptable price thresholds to inform pricing strategy.
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Dynamic Pricing Fairness Perceptions Survey
Welcome, and thank you for participating in this research study. This survey explores your perceptions of prices that change based on demand, time, or availability. It should take approximately 6–8 minutes to complete. 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, will be anonymized, and reported only in aggregate for internal research purposes. By continuing, you indicate your consent to participate.
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Sample questions
A preview of what’s in the template. Every question is editable before you launch.
20 questions · ~10 min
Q01
Opinion Scale
How familiar are you with surge or dynamic pricing (i.e., prices that change based on demand, time, or availability)?
Scale: 1 – 5
Min:Not at all familiarMax:Extremely familiar
Q02
Multiple Choice
In the last 12 months, have you encountered prices that changed based on demand, time, or availability?
- Yes, in the last 12 months
- No, not in the last 12 months
- Not sure
Q03
Multiple Choice
Where did you most recently experience dynamic or surge pricing? If you have not experienced it, select 'Not applicable.'
- Rideshare or taxi apps
- Food delivery apps
- Airline or hotel booking
- Event or sports ticketing
- Online retail or e-commerce
- Utilities/energy (time-of-use rates)
- Other
- Not applicable
Message
Next, you will see several common situations involving dynamic pricing. Please rate how fair or unfair each one feels to you.
Q04
Opinion Scale
A rideshare app doubles its prices during a heavy rainstorm at rush hour.
Scale: 1 – 7
Min:Very unfairMax:Very fair
Q05
Opinion Scale
A hotel raises its room rates by 50% during a popular holiday weekend.
Scale: 1 – 7
Min:Very unfairMax:Very fair
Q06
Opinion Scale
An online retailer changes the price of a product based on how many people are currently viewing it.
Scale: 1 – 7
Min:Very unfairMax:Very fair
Q07
Opinion Scale
An electricity provider charges higher rates during peak evening hours (6–9 PM) and lower rates overnight.
Scale: 1 – 7
Min:Very unfairMax:Very fair
Q08
Opinion Scale
A food delivery app adds a surcharge during a major sporting event when many people are ordering at once.
Scale: 1 – 7
Min:Very unfairMax:Very fair
Q09
Dropdown
In an urgent situation, what is the maximum price increase you would accept for immediate availability?
- No increase — I would not pay more
- Up to 10% more
- 11–25% more
- 26–50% more
- 51–75% more
- 76–100% more (double the price)
- More than double the price
Q10
Multiple Choice
Which of the following would make dynamic or surge pricing more acceptable to you? Select all that apply.
- Clear advance notice before purchase
- A visible cap on the markup or multiplier
- Real-time explanation of the reason for the price change
- Higher pay for workers tied to surge periods
- Off-peak discounts to balance demand
- Loyalty members shielded or partially protected from surges
- An alternative fixed-price or slower option
- Ability to pre-book at a fixed price
- None of the above
Q11
Opinion Scale
To what extent does a company explaining how its dynamic pricing works in plain language affect how fair you perceive their pricing to be?
Scale: 1 – 7
Min:Makes it feel much less fairMax:Makes it feel much more fair
Q12
Opinion Scale
Overall, how much do you trust companies that use dynamic or surge pricing?
Scale: 1 – 7
Min:Do not trust at allMax:Trust completely
Q13
Ranking
Please rank the following factors from most to least important in determining whether dynamic pricing feels fair to you.
- Size of the price change
- Transparency or explanation provided
- Availability of a lower-cost alternative
- Presence of a cap or maximum price
- Whether workers are compensated more during surges
- Availability of advance notice before purchase
Drag to rank
Q14
AI Interview
Based on your responses throughout this survey, please share any additional thoughts about what makes dynamic pricing feel fair or unfair to you. Our AI moderator may ask a follow-up question to better understand your perspective.
Q15
Multiple Choice
Which of the following services have you used in the last 12 months? Select all that apply.
- Rideshare or taxi apps (e.g., Uber, Lyft)
- Food delivery apps (e.g., DoorDash, Uber Eats)
- Airline booking platforms
- Hotel booking platforms
- Event or sports ticketing platforms
- Online retail or e-commerce sites
- Utilities with time-of-use pricing
- None of the above
Q16
Dropdown
What is your age?
- 18–24
- 25–34
- 35–44
- 45–54
- 55–64
- 65+
- Prefer not to say
Q17
Multiple Choice
What is your gender?
- Woman
- Man
- Non-binary
- Prefer not to say
Q18
Dropdown
In which region do you currently live?
- North America
- Latin America & Caribbean
- Europe
- Middle East & North Africa
- Sub-Saharan Africa
- Asia-Pacific
- Prefer not to say
Q19
Multiple Choice
What is the highest level of education you have completed?
- Less than high school
- High school or equivalent
- Some college or associate degree
- Bachelor's degree
- Master's degree
- Doctoral or professional degree
- Prefer not to say
Q20
Multiple Choice
What is your current employment status?
- Employed full-time
- Employed part-time
- Self-employed
- Student
- Homemaker or caregiver
- Retired
- Unemployed and looking for work
- Not working and not looking for work
- Prefer not to say
Message
Thank you for completing this survey. Your responses have been recorded and will be used to improve our understanding of dynamic pricing perceptions. If you have any questions about this study, please contact the research team.
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 scenario-based opinion-scale ratings across five real-world dynamic pricing contexts (rideshare, hotel, retail, electricity, food delivery) to isolate fairness drivers by situation
- Captures acceptable price-increase thresholds via a dedicated dropdown question and ranks the factors that make surge pricing feel fair through a structured ranking exercise
- Ends with an AI follow-up interview that adapts to each respondent's prior answers, surfacing open-ended reasoning that fixed-choice questions alone would miss
- Combines quantitative trust and transparency measures with demographic segmentation (age, region, education, employment) to support pricing-strategy segmentation without any academic-tier pricing gimmicks
Jotform
Pricing Estimation Survey Form TemplateA static drag-and-drop form template focused on general price estimation rather than fairness perceptions of dynamic or surge pricing specifically. Useful as a customizable starting form, but it does not include scenario-based fairness testing or industry-specific pricing contexts. Best suited for teams wanting a quick, simple pricing questionnaire rather than in-depth attitudinal research.
What it does well
- Easy drag-and-drop form builder familiar to non-researchers
- Quick to customize for basic price-point questions
- Part of a large template library for fast setup
Where it falls short
- Fixed-question format with no adaptive follow-up probing on responses
- No built-in scenario testing across multiple pricing contexts like rideshare, travel, or retail
- No transparent methodology or automated fairness-driver analysis
QuestionPro
Concept Evaluation and Pricing Study Survey TemplatesA broader concept-evaluation and pricing study template aimed at testing product concepts and price points generally, not fairness perceptions of surge or dynamic pricing. It's a standard fielding-ready survey template rather than an interview-style research instrument. Good for early product-pricing validation but not built around demand-based pricing scenarios.
What it does well
- Covers concept testing alongside pricing, useful for product-market fit work
- Backed by an established survey research platform with reporting tools
- Template structure supports standard quantitative pricing analysis
Where it falls short
- No adaptive AI interviewing or voice-based follow-up to explore reasoning behind price sensitivity
- Not designed around surge/dynamic pricing scenarios or transparency preferences
- No published per-response quality scoring or transparent AI prompt methodology
SurveySparrow
Product Pricing Survey TemplateA conversational-style pricing survey focused on price sensitivity and market research for products generally, not dynamic or surge pricing fairness. It is a ready-to-field template with a chat-like UI, but questions are pre-scripted rather than adaptively generated. Works well for straightforward price-sensitivity studies but lacks situational fairness testing.
What it does well
- Conversational survey format that may improve completion rates
- Positioned specifically around price sensitivity, a related research goal
- Fielding-ready template usable out of the box
Where it falls short
- No adaptive AI-driven follow-up questions tailored to individual responses
- No coverage of surge-pricing-specific scenarios (rideshare, delivery, travel) or acceptable-threshold measurement
- No transparent, publishable AI prompt or scoring methodology
Typeform
Pricing Survey TemplateA general-purpose pricing survey template with Typeform's signature single-question flow, intended for broad price-related feedback rather than dynamic pricing fairness research specifically. It is fielding-ready but static, with no scenario branching around surge pricing contexts. Suitable for simple price feedback collection rather than deep attitudinal or fairness-driver research.
What it does well
- Clean, engaging single-question flow known to boost completion
- Simple setup for general pricing feedback
- Widely used, well-documented template format
Where it falls short
- No adaptive AI interview or voice-based follow-up capability
- No built-in scenarios for surge/dynamic pricing across industries or acceptable-threshold measurement
- No automated per-response quality scoring or transparent AI methodology disclosure
Frequently asked questions
What questions are in the “Dynamic Pricing Fairness Perceptions Survey” template?
The template includes 20 ready-to-use questions, starting with: “How familiar are you with surge or dynamic pricing (i.e., prices that change based on demand, time, or availability)?” · “In the last 12 months, have you encountered prices that changed based on demand, time, or availability?” · “Where did you most recently experience dynamic or surge pricing? If you have not experienced it, select 'Not applicable.…”. The full set is previewed above, and every question is editable.
How long does this survey take to complete?
Respondents typically finish the 20 questions in about 10 minutes.
Can I customize this template?
Yes — every question, answer option, and the ordering is editable before you launch. You can add or remove questions, or ask the AI editor to rework the survey around your research goal.
Is this template free to use?
Yes. Open it in the editor and start customizing right away — no account required to try it, and the free plan covers launching your survey.
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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