Van WestendorpPrice Sensitivity Meter
Apply the classic Van Westendorp Price Sensitivity Meter to determine acceptable price ranges, optimal pricing points, and value perception thresholds through four critical price questions.
Classic Price Sensitivity Measurement
The Van Westendorp Price Sensitivity Meter is a proven methodology that identifies acceptable price ranges by asking customers four key questions about price perception, revealing optimal price points and value thresholds that guide strategic pricing decisions.
Four Critical Questions
Uses four standardized questions to capture price perceptions: too expensive, expensive but worth it, cheap but questionable, and too cheap to be good.
Optimal Price Range
Identifies the range of acceptable prices where the product is neither too expensive nor too cheap, revealing the optimal pricing window.
Revenue Estimation
Derives an approximate price to revenue model by capturing purchase intent or expected volume for the anticipated price, value price and expensive price.
The Four Critical Price Questions
Van Westendorp's methodology centers on four key questions that reveal different aspects of price perception and value assessment across your target market.
Too Cheap
"At what price would the cost of this product be so cheap that you would question its quality?"
Good Value
At what price would the cost of this product be considered a bargain, a great buy for the money?
(Purchase intent is asked at this price)
Expensive
"At what price would the cost of this product start to get expensive so that it is not out of the question, but you would have to give it some thought before buying?"
Prohibitive
"At what price would this product become so expensive that you would NOT consider buying it?"
Van Westendorp Use Cases
The Price Sensitivity Meter provides valuable insights for pricing strategy, market positioning, and competitive analysis across diverse business scenarios.
Optimal Pricing
Identify the optimal price point that maximizes acceptance while avoiding both overpricing and quality perception issues.
New Product Launch
Determine appropriate pricing for new products by understanding customer price expectations and value perceptions.
Brand Positioning
Align pricing with brand positioning strategy by understanding how price perceptions affect brand image and market positioning.
Systematic Price Sensitivity Analysis
Our rigorous approach to Van Westendorp analysis enhanced with purchase intent metrics ensures accurate price sensitivity measurement and actionable insights for strategic pricing decisions.
Study Design
Design comprehensive price sensitivity research including sample selection, question customization, and methodology optimization for your market.
Data Collection
Execute Van Westendorp questioning (including purchase intent follow ups) with quality controls and validation to ensure accurate price perception measurement across your target market.
Strategic Analysis
Analyze price sensitivity and revenue curves and intersection points to generate actionable pricing recommendations and strategic insights.
Ready to find your acceptable price range?
Partner with PROOF Insights to leverage Van Westendorp Price Sensitivity Meter for clear insights into optimal pricing, acceptable ranges, and value perception thresholds.