Survey · Business
Price sensitivity survey template
Built around the four classic price-point questions, asked in a fixed order from most expensive to least, so everyone works down the same ladder. Current customers first say what justifies the cost, former customers say why they stopped, and prospects go straight to the price questions.
Try it live
Try it as a respondent
Every question, and where it leads
The conversation
What a respondent is asked, in order.
Hi! We're working out our pricing and want your honest view. It takes about four minutes.
Which of these describes you?
How would you rate the value you get for what you pay?
Which parts of it make the cost worth it for you?
What made you stop paying for it?
At what price would it be so expensive that you wouldn't consider buying it?
At what price would it start to feel expensive, so you'd think hard before buying?
At what price would it feel like a bargain?
At what price would it be so cheap that you'd doubt the quality?
Imagine you were paying for it and the price went up by 10%. What would you most likely do?
How would you prefer to pay?
If it didn't exist, what would you use instead?
Ends with
Thank you, that's really useful
The flow
Where each answer leads. Every route here is editable once the form is yours.
Single select
Opinion scale
Multi select
Long text
Number
Number
Number
Number
Single select
Single select
Short text
What this template uses
- Single select
- Opinion scale
- Multi select
- Long text
- Number
- Short text
- 3 branches
Questions to consider
- Is the price you are testing monthly, yearly or one-off, and does every question say so?
- Have you described the offer clearly enough that people know what the price would buy?
- Do you want to compare answers from current customers, former customers and prospects separately?
- Which pricing decision will these answers feed, and when do you need to make it?
How to use the responses
Export the four price answers to CSV and plot the share of people calling each price too cheap, a bargain, getting expensive and too expensive. Where the lines cross gives you an acceptable range rather than a single magic number. Split the results by customer type, because current customers anchor on what they pay today, then read the value and reason answers to understand why a price feels high. Treat stated prices as a guide and confirm them with a real test.
How to customize and share it
- 1Add a short description of your product and plan to the first question, so everyone prices the same thing.
- 2Set the unit in the price questions to match how you charge, such as per month, per seat or per order.
- 3Send it to a mix of customers and prospects, and keep the four price questions in the same order for everyone.
Frequently asked questions
What is a price sensitivity survey?
It asks people at what prices a product feels too cheap, a bargain, expensive and too expensive. Together the answers show the range most of your market will accept.
What is the Van Westendorp price sensitivity meter?
It's a well-known pricing method built on exactly those four questions. You chart how many people give each answer at each price, and the crossing points mark the acceptable price range.
Does what people say they'd pay match what they actually pay?
Not exactly. People often answer differently when real money is involved, so use the survey to narrow the range and then test a price with real buyers.
Who should take a price sensitivity survey?
People who understand what they'd be paying for: current customers, recent former customers and prospects who have seen a demo or trial. Strangers with no context give noisy numbers.