Gabor-Granger Price Sensitivity Demand Curve Survey

Thanks for helping us think through pricing! We'll describe a product, then ask how likely you'd be to buy it at a few different prices. There are no right answers — your gut reaction is what's useful. about 7 minutes.

(Replace with your product/service concept description — include what it does, key features, and how it's typically bought, e.g., 'Imagine a monthly meal-kit subscription delivering 3 dinners/week for a family of four.') (Template note: keep this concept fixed for the entire survey — every price point below refers back to this same concept.)

In the last 12 months, how often have you purchased products or services in this category?

• Never
• Rarely (1-2 times)
• Occasionally (3-5 times)
• Frequently (6+ times)

If this product were priced at (Replace with your price point 1 - lowest, e.g., $9.99), how likely would you be to purchase it?

If this product were priced at (Replace with your price point 2, e.g., $14.99), how likely would you be to purchase it?

If this product were priced at (Replace with your price point 3, e.g., $19.99), how likely would you be to purchase it?

If this product were priced at (Replace with your price point 4, e.g., $24.99), how likely would you be to purchase it?

If this product were priced at (Replace with your price point 5 - highest, e.g., $29.99), how likely would you be to purchase it?

Which of these prices feels like the fairest reflection of this product's value to you?

• (Replace with your price point 1)
• (Replace with your price point 2)
• (Replace with your price point 3)
• (Replace with your price point 4)
• (Replace with your price point 5)
• None of these feel fair

Find the exact price point where the respondent's likelihood shifted from 'would buy' to 'would not buy' (or from a top-box to a lower rating) and probe why: what specifically stopped feeling worth it at that price, what they'd compare it to, and whether a feature or framing change would move their threshold. If they rated every price point the same, ask what would actually change their answer — cost, need, or trust in the product.

What is your age range?

• Under 25
• 25-34
• 35-44
• 45-54
• 55-64
• 65 or older
• Prefer not to say

What is your approximate 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

All done — thank you! We'll plot each price point's average purchase-likelihood score to trace out a demand curve: where the line drops sharply marks the price where buyers start dropping out, helping us find the point that maximizes both uptake and revenue.