Q01
Message
All templatesPricing & Packaging
Price Sensitivity & Willingness-to-Pay Assessment
Measures price fairness perceptions, value-for-money judgments, and maximum willingness to pay among recent price-exposed prospects and customers. Ideal for pricing optimization, launch pricing validation, and competitive positioning research.
Sample questions
A preview of what’s in the template. Every question is editable before you launch.
19 questions · ~9 min
Q02
Multiple Choice
When did you most recently encounter or look up the price for this product?
- Within the last 7 days
- 8–30 days ago
- 1–3 months ago
- More than 3 months ago
- I have never seen a price for this product
Q03
Multiple Choice
Which of the following best describes what you did after seeing that price?
- Purchased at that price
- Started checkout but did not complete the purchase
- Decided not to purchase at that time
- Still considering / have not decided yet
Q04
Opinion Scale
How fair did the price feel to you?
Scale: 1 – 7
Min:Very unfairMax:Very fair
Q05
Long Text
What is the most you would be willing to pay for this product (in your local currency)? Please enter a number only.
Q06
Ranking
Please rank the following factors by how much they influenced what you would pay for this product, from most to least influential.
- Product quality and features
- Brand reputation and trust
- Prices of similar or competing products
- Customer reviews and ratings
- My personal budget
- Urgency of my need
Drag to rank
Q07
AI Interview
Based on your responses in this survey, please share any additional thoughts or feelings about the pricing and value of this product.
Q08
Multiple Choice
What is your age group?
- Under 18
- 18–24
- 25–34
- 35–44
- 45–54
- 55–64
- 65 or older
- Prefer not to say
Q09
Message
Thank you for your time and thoughtful feedback! Your responses will help us better understand pricing perceptions and deliver better value. You may now close this window.
Q10
Opinion Scale
How familiar are you with this type of product?
Scale: 1 – 7
Min:Not at all familiarMax:Extremely familiar
Q11
Opinion Scale
How satisfied are you with the price you paid?
Scale: 1 – 7
Min:Not at all satisfiedMax:Extremely satisfied
Q12
Opinion Scale
Overall, how would you rate the value for money of this product?
Scale: 1 – 7
Min:Very poor valueMax:Excellent value
Q13
Long Text
Below what price would you begin to question the quality of this product? Please enter a number only.
Q14
Multiple Choice
Which of the following best describes your role in deciding whether to purchase this product?
- I am the sole decision-maker
- I share the decision with others
- I influence the decision but do not make it
- I am not involved in the purchase decision
Q15
Multiple Choice
Did you use any discount, promotional offer, or coupon code on that purchase?
- Yes
- No
- I don't remember
Q16
Multiple Choice
Compared with what you expected, the price you saw was…
- Much lower than expected
- Slightly lower than expected
- About what I expected
- Slightly higher than expected
- Much higher than expected
Q17
Opinion Scale
How confident are you in the prices you just provided?
Scale: 1 – 7
Min:Not at all confidentMax:Extremely confident
Q18
Multiple Choice
What was the main reason you did not complete the purchase at that time?
- Price was too high
- Waiting for a sale or discount
- Comparing alternatives
- Not urgent right now
- Payment, shipping, or checkout concerns
- Other (please specify)
Q19
Long Text
At that time, what price (in your local currency) would have felt reasonable to you for this product? Please enter a number only.
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
- AI interviews dynamically explore value perceptions, competitive context, and emotional drivers that static WTP questions cannot capture
- Combines complementary pricing questions (price-quality threshold, direct willingness-to-pay, and price-fairness ratings) in a single adaptive survey flow
- Every AI parameter is logged for replication—ideal for academic pricing research and peer-reviewed publication
- Unique focus on pricing fairness, transparency, and trust—not just optimal price points—addresses growing consumer demand for ethical pricing
- AI follow-ups explore emotional and ethical dimensions of price perception that static surveys fundamentally cannot reach
SurveyMonkey
Price Testing Survey TemplateSurveyMonkey's 6-question price testing template focuses on gauging whether consumers feel they're over- or underpaying. It covers the basics of competitive price perception but lacks depth—no WTP methodology framework, no follow-up probing, and limited to static closed-ended questions.
What it does well
- Concise 6-question format reduces respondent fatigue
- Expert-certified template with proven question design
- Integrated with SurveyMonkey's analytics for automatic results summaries and crosstab reports
Where it falls short
- No AI-powered follow-up questions to explore the 'why' behind willingness to pay
- Static questions cannot adapt based on respondent's initial price reactions
- No formal WTP or Van Westendorp methodology built into the template
- Free tier limited to 10 questions per survey—advanced features require paid plans
Qualtrics
Free Pricing Survey TemplateQualtrics' pricing survey template blends multiple techniques (familiarity, value perception, budget allocation) into a single instrument with Ph.D.-designed methodology. It's comprehensive and research-grade but expensive, complex to set up, and lacks real-time conversational depth.
What it does well
- Ph.D.-designed methodology blending three pricing research techniques into one instrument
- Framework for ongoing research to continuously optimize prices
- Part of a comprehensive marketplace with 50+ expert-built survey templates
Where it falls short
- No real-time AI conversational follow-ups during data collection
- Enterprise pricing is prohibitive—paid plans start at ~$420/month
- Complex setup may overwhelm researchers without dedicated Qualtrics expertise
- No prompt or model transparency for any AI-assisted features
Typeform
Pricing Survey TemplateTypeform's pricing survey template helps gauge how compelling prices are and identify value-for-money improvements. The conversational UX is engaging, and shareable reports with export capabilities streamline analysis. However, it's a general-purpose pricing feedback form without formal WTP methodology.
What it does well
- Engaging conversational interface that keeps respondents completing surveys
- Shareable reports with export to spreadsheets and integration with tools like HubSpot
- Easy to customize and deploy with no coding required
Where it falls short
- No formal willingness-to-pay methodology (Van Westendorp, Gabor-Granger, or conjoint)
- No AI follow-up questions to dig deeper into price sensitivity reasoning
- General-purpose pricing feedback—not designed for rigorous pricing research
- No built-in analytical framework for determining optimal price points
Jotform
Pricing Estimation SurveyJotform's Pricing Estimation Survey is a basic template for checking whether prices are suitable for customers. It's free, embeddable, and easy to customize but functions as a simple feedback form rather than a methodologically sound pricing research instrument.
What it does well
- Free to use with drag-and-drop builder and no coding required
- Can be embedded on websites, shared via link, or collected via QR code
- Integrates with 100+ tools for automatic response routing
Where it falls short
- No willingness-to-pay methodology—just basic pricing feedback questions
- No AI capabilities of any kind for adaptive questioning or analysis
- No statistical analysis tools for pricing research
- No survey methodology guidance or academic rigor in template design
SurveySparrow
Product Pricing Survey TemplateSurveySparrow's Product Pricing Survey template uses display/skip logic and Google Sheets integration for response collection. It's designed to help understand customer behavior and arrive at optimal pricing, with multi-channel distribution. However, it lacks formal pricing research methodology and AI depth.
What it does well
- Display/skip logic makes the survey adaptive based on prior answers
- Direct Google Sheets integration for real-time response collection
- Multi-channel distribution via email, SMS, and weblinks
Where it falls short
- No AI-powered conversational follow-ups during survey
- No formal WTP or pricing sensitivity methodology built in
- Basic skip logic is no substitute for true AI-driven adaptive interviewing
- No transparency into how AI features work or what models are used
Ready to launch?
Open this template in the editor. Every part is yours to change before the first respondent sees it.
Related templates
More studies from the same category.
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.
View templatePricing & Packaging
Van Westendorp Price Sensitivity Analysis
Measures willingness-to-pay thresholds for an everyday consumer product using the Van Westendorp Price Sensitivity Meter with Newton-Miller-Smith purchase intent extensions. Ideal for pricing teams seeking acceptable price ranges and optimal price points.
View templatePricing & Packaging
Paywall Clarity & Pricing Perception Survey
Measures how users perceive paywall messaging, timing, and pricing fairness. Use with digital content consumers to identify UX friction points and inform subscription conversion strategy.
View templatePricing & Packaging
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.
View templatePricing & Packaging
Package Design & Shelf Impact Test
Tests how a product package performs on the shelf — standout appeal, first-noticed elements, message clarity, and purchase intent — with a best-worst trade-off for design priorities and an AI follow-up that reconstructs the split-second decision to buy or pass.
View templatePricing & Packaging
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.
View template