Q01
Message
All templatesMarket Research
Price Increase Reaction & Churn Risk Study
Measures how customers react to an upcoming or recent price increase — their acceptance thresholds, likelihood to churn, need to re-justify the value, and preferences for how the change is communicated. An AI follow-up digs into the specific reasoning behind each customer's churn risk score, surfacing what would actually change their mind versus what they say in the closed-ended scales.
Sample questions
A preview of what’s in the template. Every question is editable before you launch.
13 questions · ~7 min
Q02
Price Sensitivity (Van Westendorp)Required
Thinking about (Replace with product/service name) at its current price of (Replace with current price), please answer honestly for each question below.
- At what price would you consider (Replace with product/service name) to be so inexpensive that you'd question its quality?
- At what price would you consider (Replace with product/service name) to be a bargain — a great value for the money?
- At what price would you consider (Replace with product/service name) to be starting to feel expensive, though you'd still consider it?
- At what price would you consider (Replace with product/service name) to be too expensive to consider at all?
Q03
Opinion ScaleRequired
If this price increase takes effect, how likely are you to continue using (Replace with product/service name)?
Scale: 0 – 10
Min:Definitely will cancelMax:Definitely will continue
Q04
Multiple ChoiceRequired
Which best describes your first reaction when you learned about the price increase?
- I understood it and wasn't bothered
- I felt it was unfair or unexpected
- I started looking at alternatives
- I hadn't noticed until now
- I feel loyal enough that price doesn't matter much
Q05
MatrixRequired
How much do you agree with each statement about this price increase?
4 rows × 5 columns
- The product delivers enough value to justify this price
- I understand why the price is increasing
- The increase matches improvements or new features I've actually seen
- This price change makes me trust the company less
Columns: Strongly disagree · Disagree · Neutral · Agree · Strongly agree
Q06
AI Interview
Anchor on the respondent's continuation-likelihood score and reaction choice. If their score is low or they said they're considering alternatives, probe specifically what would need to change — price, features, or communication — for them to stay, and which competitor or alternative they're weighing. If their score is high, probe what value they'd point to as justifying the increase, in their own words, not just agreement with a statement.
Q07
Ranking
Rank how you'd prefer to be told about a price increase, from most to least preferred.
- Direct email
- In-app notification
- Personal call or message from account manager
- Blog post or public announcement
- Mailed letter
Drag to rank
Q08
Multiple ChoiceRequired
How much advance notice would you want before a price increase takes effect?
- Less than 2 weeks
- 2-4 weeks
- 1-2 months
- 3 months or more
Q09
Multiple Choice
Which of these, if offered, would make this price increase more acceptable to you?
- Grandfathering my current price for a set period
- A loyalty discount for long-term customers
- New features or capabilities included
- A flexible or extended payment plan
- Clearer explanation of why the price is changing
Q10
Opinion ScaleRequired
Overall, how fair do you consider this price increase to be?
Scale: 1 – 7
Min:Very unfairMax:Very fair
Q11
Multiple Choice
Which best describes your current plan or subscription tier?
- (Replace with Tier A)
- (Replace with Tier B)
- (Replace with Tier C)
- Not sure
- Prefer not to say
Q12
Multiple Choice
How long have you been a customer?
- Less than 6 months
- 6 months to 1 year
- 1-3 years
- More than 3 years
- Prefer not to say
Q13
Message
That's everything — thank you for your candor. Your responses feed directly into how we set pricing and plan our next customer communications.
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 a Van Westendorp price sensitivity block alongside a direct continuation-likelihood opinion scale, so we capture both classic price-elasticity data and real churn risk in one instrument
- An AI follow-up interview anchors specifically on each respondent's continuation-likelihood score and reaction choice, probing the actual reasoning behind their churn risk rather than stopping at closed-ended scales
- Covers the full decision context — fairness perception, ranked communication preferences, advance-notice expectations, and which mitigations (discounts, grandfathering, etc.) would make the increase acceptable — not just a single sensitivity question
- Segments by plan tier and tenure so churn risk and price tolerance can be analyzed by customer segment, with an automated report generated from the combined quantitative and AI interview data
SurveyMonkey
Price Testing Survey TemplateA static, ready-to-field template focused on general price testing and willingness-to-pay questions. It's built for broad price research rather than the specific scenario of an existing customer reacting to an announced or recent increase, and it doesn't address churn risk or communication preferences. Good as a generic pricing-research starting point, less tailored to retention risk.
What it does well
- Fielding-ready template usable immediately within SurveyMonkey's platform
- Backed by a large, well-known survey platform with broad distribution and panel options
- Simple, familiar question format for respondents
Where it falls short
- No adaptive AI follow-up to probe the reasoning behind a respondent's price reaction — all questions are fixed and closed-ended
- Not framed around churn risk or existing-customer retention, so it misses continuation-likelihood and communication-preference questions
- No published methodology or prompt transparency since there are no AI-driven questions
SurveySparrow
Price Sensitivity Questionnaire TemplateA conversational-style questionnaire template centered on price sensitivity (likely Van Westendorp-style thresholds), which overlaps with part of our instrument. It's designed as a static questionnaire rather than a churn-risk study, so it doesn't dig into continuation likelihood, notice preferences, or acceptance-boosting mitigations tied to a specific price increase event. Useful for general sensitivity mapping, not retention-focused reaction research.
What it does well
- Conversational UI that can improve completion rates for a straightforward pricing questionnaire
- Purpose-built around price sensitivity thresholds, a recognized methodology
- Fielding-ready template within SurveySparrow's platform
Where it falls short
- No adaptive AI interview to surface what would actually change a respondent's mind versus their scale answers
- Doesn't address churn/continuation likelihood or preferred communication timing/format for a price increase specifically
- No transparent prompt or scoring methodology since it relies on fixed questions, not AI-driven scoring
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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