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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.
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Van Westendorp Price Sensitivity Analysis
Welcome! This brief survey explores how you think about pricing for an everyday product you buy regularly. It should take approximately 10 minutes to complete. Your participation is entirely voluntary, and you may stop at any time. There are no right or wrong answers — we are simply interested in your honest opinions. All responses are confidential and will be reported only in aggregate. By continuing, you agree to participate in this study.
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Sample questions
A preview of what’s in the template. Every question is editable before you launch.
17 questions · ~10 min
Q01
Multiple Choice
Have you purchased any everyday consumer product (e.g., groceries, personal care, household items) in the last 30 days?
- Yes
- No
Message
For the rest of this survey, please think of one specific everyday consumer product you purchase regularly. You will be asked to provide price points for that product and pack size.
Q02
Multiple Choice
Which category best matches the product you have in mind?
- Groceries (shelf-stable)
- Snacks and beverages
- Personal care
- Household cleaning
- Pet supplies
- Clothing basics
- Small electronics or accessories
- Home and kitchen essentials
- Other (please specify)
Q03
Long Text
Which specific product are you thinking of? Please include the brand name and variant (e.g., Tide Original Liquid).
Q04
Long Text
What pack size are you considering? (e.g., 500 ml, 12 oz can, 20-count)
Message
For the next four questions, please enter prices in your local currency for the pack size you specified above. Use numbers only (e.g., 4.99, not $4.99).
Q05
Number
At what price would you consider this product so inexpensive that you would doubt its quality?
Q06
Number
At what price would you consider this product a bargain — a great buy for the money?
Q07
Number
At what price would you begin to consider this product expensive, but still worth buying?
Q08
Number
At what price would you consider this product too expensive to purchase?
Q09
Opinion Scale
Thinking about the price you described as a bargain, how likely would you be to purchase this product at that price?
Scale: 1 – 7
Min:Very unlikelyMax:Very likely
Q10
Opinion Scale
Thinking about the price you described as expensive but still worth buying, how likely would you be to purchase this product at that price?
Scale: 1 – 7
Min:Very unlikelyMax:Very likely
Q11
Opinion Scale
Overall, how would you rate the value for money of this product at the price you typically pay?
Scale: 1 – 7
Min:Very poor valueMax:Excellent value
Q12
Long Text
Based on your responses in this survey, is there anything else you'd like to share about how you assess price and value for this product?
Q13
AI Interview
We'd like to understand a bit more about how you think about pricing for this product. An AI moderator will ask you a couple of follow-up questions based on the prices you provided.
Q14
Dropdown
Which age group do you fall into?
- 18–24
- 25–34
- 35–44
- 45–54
- 55–64
- 65+
- Prefer not to say
Q15
Multiple Choice
How do you describe your gender?
- Woman
- Man
- Non-binary
- Prefer to self-describe
- Prefer not to say
Q16
Dropdown
Which region do you currently live in?
- North America
- Europe
- Latin America
- Asia-Pacific
- Middle East / Africa
- Prefer not to say
Q17
Dropdown
What is your approximate annual household income (before taxes)?
- Under $25,000
- $25,000–$49,999
- $50,000–$74,999
- $75,000–$99,999
- $100,000–$149,999
- $150,000 or more
- Prefer not to say
Message
Thank you for completing this survey — your input is greatly appreciated!
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 the full four-question Van Westendorp price battery (too cheap, bargain, expensive, too expensive) plus Newton-Miller-Smith purchase-intent follow-ups on the bargain and expensive price points to sharpen the acceptable price range
- Adds an AI follow-up interview that adaptively probes how the respondent arrived at their price thresholds, going beyond static numeric entry
- Anchors respondents to one specific real product (brand and pack size captured via open-text) before pricing questions, reducing hypothetical-product ambiguity
- Automated per-response quality scoring and an auto-generated report streamline analysis of open-text and price fields without manual coding
Jotform
Price Sensitivity Survey Form TemplateA ready-to-use, static form-builder template covering core price sensitivity questions. It's built for quick deployment and customization within Jotform's drag-and-drop form ecosystem rather than for deeper qualitative follow-up. No mention of adaptive questioning or automated analysis.
What it does well
- Fielding-ready template that can be deployed and customized quickly
- Benefits from Jotform's broad form-building and integration ecosystem
- Likely easy to embed on websites or share via link
Where it falls short
- Static form fields only — no adaptive AI follow-up probing on price reasoning
- No published methodology or transparent prompt logic for how responses are interpreted
- No automated quality scoring or auto-generated analytical report evident
SurveySparrow
Price Sensitivity Questionnaire TemplateA conversational-style survey template aimed at marketing teams assessing price sensitivity. SurveySparrow's chat-like UI makes it more engaging than a plain form, but it remains a fixed question set without AI-driven follow-up or voice interview options.
What it does well
- Conversational, chat-style survey format that may improve completion rates
- Positioned specifically for marketing/pricing research use cases
- Template is ready to field with SurveySparrow's platform tools
Where it falls short
- No adaptive AI interview or voice AI option to probe pricing rationale further
- No transparent, published prompt-level methodology for scoring or analysis
- Lacks automated per-response quality scoring or auto-generated pricing reports
Typeform
Price Sensitivity Survey TemplateA polished, one-question-at-a-time template well-suited to Typeform's design-forward form experience. It covers standard price sensitivity questions but is a static template with no built-in AI interviewing or automated scoring layer.
What it does well
- Clean, well-designed one-question-at-a-time respondent experience
- Easy to customize visually and brand-match within Typeform
- Simple to deploy for quick pricing research needs
Where it falls short
- No adaptive AI follow-up interview or voice AI interview capability
- No automated quality scoring of open-text price responses
- No auto-generated analytical report — likely requires manual export and analysis
Frequently asked questions
What questions are in the “Van Westendorp Price Sensitivity Analysis” template?
The template includes 17 ready-to-use questions, starting with: “Have you purchased any everyday consumer product (e.g., groceries, personal care, household items) in the last 30 days?” · “Which category best matches the product you have in mind?” · “Which specific product are you thinking of? Please include the brand name and variant (e.g., Tide Original Liquid).”. The full set is previewed above, and every question is editable.
How long does this survey take to complete?
Respondents typically finish the 17 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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