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Price Sensitivity & Willingness-to-Pay Survey
Explore price expectations with four price-sensitivity questions, purchase intent, and AI follow-ups. Preview the template and prepare a consistent pricing study.
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Price Sensitivity & Willingness-to-Pay Survey
Thanks for taking a few minutes to help us think through pricing! Your responses are completely confidential and anonymized. There are no wrong answers here — we're just trying to understand what feels fair, cheap, or expensive to you. About 5-6 minutes.
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Define the product before asking about price
Replace the product, test-price, feature, and plan placeholders. Show every participant the same product description, quantity, billing period, and currency. Recruit people who could realistically buy it rather than mixing unrelated products or purchasing contexts.
The four price-sensitivity questions explore prices considered too cheap, a bargain, expensive, and too expensive. Review missing or inconsistent answers before analysis. These perceptions help explore an acceptable range; they do not guarantee purchases or establish a profit-maximizing price.
For example, two people may name the same expensive price for different reasons: one compares a cheaper alternative, while the other expects a feature you do not offer. Use the interview to explore that distinction. If you already have candidate prices to compare, consider the Gabor–Granger template in the pricing guide.
Choose a pricing research templateSample questions
A preview of what’s in the template. Every question is editable before you launch.
8 questions · ~6 min
Q01
Price Sensitivity (Van Westendorp)Required
Four quick questions about price.
- At what price would you consider this product to be priced so low that you'd question its quality?
- At what price would you consider this product to be a bargain — a great deal for the money?
- At what price would you consider this product 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 this product to be so expensive that you would not consider buying it at all?
Q02
Rating ScaleRequired
At its current price, how likely would you be to purchase this product in the next 3 months?
Range: 1 – 5
Min:Definitely would not buyMax:Definitely would buy
Q03
Multiple ChoiceRequired
In the last 30 days, roughly how much have you spent on products like this one?
- $0
- $1-$25
- $26-$50
- $51-$100
- $101-$250
- More than $250
Q04
Best–Worst Trade-off (MaxDiff)Required
Which of these features most justifies paying a higher price?
- Higher quality and durability
- Faster performance
- Premium customer support
- Longer warranty or guarantee
- More customization options
- Better design and ease of use
Pick best & worst per setBest:Most justifies a higher priceWorst:Least justifies a higher price
Q05
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.
- Basic plan — lowest price, core features
- Standard plan — mid-range price, more features
- Premium plan — highest price, all features
Allocate 100 points
Q06
Rating ScaleRequired
Compared to similar products you've used, how would you rate the value for money of this product?
Range: 1 – 5
Min:Much worse value than competitorsMax:Much better value than competitors
Q07
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.
Q08
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
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
Frequently asked questions
How are price sensitivity and purchase intent different?
Price sensitivity explores how people perceive a range of prices. Purchase-intent questions ask how likely they say they are to buy a specified offer at a specified price. Use both in context, and compare stated answers with observed buying behavior when that evidence is available.
What questions are in the “Price Sensitivity & Willingness-to-Pay Survey” template?
The template includes 8 ready-to-use questions, starting with: “Four quick questions about price.” · “At its current price, how likely would you be to purchase this product in the next 3 months?” · “In the last 30 days, roughly how much have you spent on products like this one?”. The full set is previewed above, and every question is editable.
How long does this survey take to complete?
Respondents typically finish the 8 questions in about 6 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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