VAN WESTENDORP

Price Optimization

Understand what customers are willing to pay and find a price that works for your business.

Starts at

per study*

Create your study for free. Pay only when you're ready to collect responses.

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*Survey your own contacts at no extra charge, or buy targeted responses from our global panel. Get an estimated cost.

Line chart showing price sensitivity results, with optimal price point at 10 dollars, and acceptable price range between 8 to 12 dollars

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What you’ll get

Advanced studies,
without the effort

Rapid results,
in as little as 1 hour

Automated insights,
delivered instantly

Pay per study,
no subscription

Instantly spot the right price

See your acceptable price range, price floor, and price ceiling automatically populate as responses come in so you can identify your optimal price point without manually crunching the numbers.

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Targeting criteria selections where country is USA, age range is 30-65, gender is male, and income is 75-200k

Target the right people in hours

Survey your own contacts at no additional charge, or tap into our integrated global panel of 335M+ people in 130+ countries, with 200+ unique targeting options and custom screening available—get an estimated cost.

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Results export in CSV, Excel and SPSS formats

Take your pricing data further

Export to XLSX, CSV, or SPSS to dig deeper into your pricing data: model revenue scenarios, combine survey results with sales and margin data, or run segmentation and willingness-to-pay analysis.

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How Price Optimization works

➊

Build your pricing study in minutes with the right methodology
The solution builds the Van Westendorp study for you with pre-written questions and best practices. Tailor the study by adding purchase intent and follow-up questions for deeper context.

➋

Get rich consumer feedback in as little as 1 hour
You can survey your own contacts, or reach out to our global panel of 335M+ respondents. Choose your audience size and targeting criteria, and only pay for the responses you need.

➌

Find your price point, instantly
Instantly visualize your optimal price range, floor, and ceiling—and move from data to pricing decision in minutes. Share findings and make decisions faster by exporting to XLSX, CSV, or SPSS.

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Create an account to access our interactive demo →

Van Westendorp methodology

The solution uses the Van Westendorp Price Sensitivity Meter, which is the industry gold standard for capturing consumer price preferences.

Find the acceptable price range

Van Westendorp shows exactly where your customers’ willingness to pay begins and ends. That way, you can find the ideal pricing window that maximizes both revenue and market demand.

Identify your price floor and ceiling

Understand the point at which your price feels too cheap (and signals low quality) and too expensive (and loses buyers), so you can stay confidently in range.

Person looking at a survey question on their phone, asking questions about price points for a protein bar

What it's built for

Run pricing research at any stage of your product or business lifecycle.

Consumer packaged goods

• New product launch
• Premium vs. value tier
• Price increases

Health and wellness

• Supplement and vitamin pricing
• Gym and fitness membership
• Digital health app subscription

Financial services

• Subscription pricing for financial tools
• Insurance premium thresholds
• Price sensitivity for wealth management

Retail and e-commerce

• Subscription box pricing
• Minimum order value for free shipping
• Same-day or express delivery surcharge

Technology and software

• SaaS subscription tier
• Feature bundle and add-on
• Freemium-to-paid conversion

Travel and hospitality

• Hotel room pricing
• Loyalty membership tier
• Holiday packages

“It made me, a first-time user of Van Westendorp, able to execute a model I knew nothing about initially.”

Tabitha Wills, Product Manager, Practice Better

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MAXDIFF ANALYSIS

Feature Prioritization

Identify must-have product features to maximize your market appeal.

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MONADIC TESTING

Message Testing

Get feedback on your brand, ad, and product messages from your audience.

Ideal for testing:

Taglines and slogansBenefits statementsProduct messaging

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MONADIC TESTING

Ad Testing (Image)

Test your marketing and advertising campaigns before you launch.

Ideal for testing:

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*Targeted responses sold separately

Frequently asked questions

How does your Price Optimization solution work?
How much does the Price Optimization solution cost?
What are the four questions in a Van Westendorp study?
1. At what price would you consider the product/service to be priced so low that you feel that the quality can’t be very good? (too cheap)
2. At what price would you consider this product/service to be a bargain—a great buy for the money? (cheap/good value)
3. At what price would you say this product/service is starting to get expensive—it’s not out of the question, but you’d have to give some thought to buying it? (expensive/high side)
4. At what price would you consider the product/service to be so expensive that you would not consider buying it (too expensive)?
Do I need to be a market researcher to use the Price Optimization solution?
What can you test with the Price Optimization solution?
Price Optimization is built for any situation where you need real customer data to make a pricing call, including:
- Test pricing for a new product or service
- Understand your optimal price range
- Identify different price ranges for different consumer segments
- Re-price an existing product
- Test a potential price increase
How long does it take to get results?
How do you ensure the responses are high quality?
Our powerful data quality controls ensure reliable respondent data at scale—so you know your results are accurate.
- Recruitment of proprietary, trusted partners
- AI-powered bot and fraud detection
- Regular panel calibration studies and updates to panel and respondent profiles ensure quality responses
- Double opt-in system, panelist satisfaction monitoring, and limited survey invitations to reduce professional survey taking
- Data cleaning for accurate and actionable results

Need to run research built to your exact specs?

Our experts can help design, field, and analyze studies tailored to your unique questions and audience.