How to read a Van Westendorp chart
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The four cumulative curves cross at points that bound the acceptable range, from the point of marginal cheapness to the point of marginal expensiveness. Most teams price inside that range, then use the open answers to decide where to sit within it.
Newton Miller Smith extension of Van Westendorp
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This extension adds a purchase likelihood question at the cheap and expensive prices each respondent gave. It turns the acceptable range into an estimate of trial and revenue, which the classic four questions cannot provide.
Willingness to pay survey questions
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Common questions ask at which price the product becomes too expensive, whether respondents would buy at a stated price, and which option they would pick at a set of prices. Follow each with an open question on what the price was compared to.
Conjoint analysis for pricing
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Conjoint analysis shows respondents bundles of features at different prices and infers how much each feature is worth to them. It needs a specialised design and larger samples, so many teams start with Van Westendorp and add conjoint once the range is known.
How to price a new product with no competitors
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Without a reference price, anchor on the alternative customers use today, even if it is a workaround or doing nothing. Asking what respondents currently spend to solve the problem gives a realistic starting point for the price points you test.
Good, better, best pricing tiers
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Tiered pricing works when each tier matches a distinct customer need, not just a longer feature list. Test which features respondents would pay extra for, and SmartInterview's AI follow-up shows whether the middle tier feels like value or like padding.
Price anchoring in surveys
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The first price a respondent sees influences how they judge every price after it. Randomise the order of price points or show each group a single price, as in a monadic design, to keep anchoring from distorting the result.
B2B pricing research
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B2B buyers judge price against budget, return on investment and the cost of switching, so ask about the decision process as well as the amount. Samples are often small, and open answers coded into themes can matter more than a precise curve.
