New question type on OpinionX: Van Westendorp pricing surveys 🎯

You can now run Van Westendorp Price Sensitivity Meter (PSM) surveys directly on OpinionX. This market research method is very popular for pricing studies, where it is used to measure willingness to pay, find your optimal price, forecast how demand changes at different price points, and identify a revenue-maximizing price point for your product.

This isn’t just a template or patchwork of custom scripting and CSS — we’ve designed a purpose-built question type, optimized for mobile survey respondents, with automated charts instantly available, and plugged into OpinionX’s segmentation and analysis engines. And it’s free to everyone on OpinionX’s free tier, with no premium trial, sales call, or credit card required.

We’ve really sweated the details on this, putting in extra effort to ensure that OpinionX is the best survey platform for running Van Westendorp pricing studies with this new update!

On your survey setup page, you’ll now see Van Westendorp as a new question type listed under the ‘Advanced’ section:

It comes prefilled with the four main Van Westendorp prompts, which you can customize as preferred. Simply add information about your product/service offering, choose your pricing details (currency symbol and any suffix like ‘per month’), and you’re ready to go.

Unlike other survey tools that treat Van Westendorp as a ‘special’ study format that can’t be paired with other market research methods, OpinionX gives you full flexibility to build the survey you want. Create one survey with multiple Van Westendorp sections, add other advanced methods like Conjoint or MaxDiff Analysis, include advanced branching logic — it’s all fully under your control!

Participants get a range of easy input options when voting (a smart slider, editable number field, and handy +/- buttons), after each answer the next prompt appears sequentially, and OpinionX prevents illogical answers that contradict the order of questions. Like I said, we focused on the details to ensure your project goes as smooth as possible:

Want to try it yourself? Give the example survey below a test run, it’s an interactive embedded survey from OpinionX:

👆 Interactive example 👆

Once participants answer, you’ll automatically get a full Van Westendorp Price Sensitivity chart in your OpinionX results dashboard — complete with callouts for the main highlights like Optimal Price:

We even took this project a step further and added the Newton-Miller-Smith extension for calculating price elasticity, predicted demand, and revenue-maximizing price. On the setup tab, enable the checkbox for “Show price elasticity questions” and your Van Westendorp will add two extra follow-ups asking participants how likely they would be to actually buy the product at two of the prices they chose in the survey.

Those two extra NMS questions add another chart to your results dashboard, this time a Purchase Likelihood & Revenue chart:

All of this feeds into OpinionX’s broader segmentation analysis engine. You can use other survey answers or external enrichment data to filter your Van Westendorp charts to look at specific customer segments, or put a bunch of segments into one crosstab to see who has the highest and lowest willingness to pay:

In the example above, you can see that people who commute by bike have the highest willingness to pay for the Stanley Cup ($26 optimal price), while people who commute by public transport had the lowest willingness to pay ($15 optimal price)

What you can do with OpinionX’s new Van Westendorp survey format

In summary:

• Ask the four Van Westendorp questions (too cheap, bargain, costly, too expensive) with smart expanding sliders, so respondents are never capped at a maximum price or able to give contradictory answers.

• Get your key price points automatically on the Price Sensitivity chart — Marginal Cheapness, Optimal Price Point (OPP), Indifference Price Point (IPP), Marginal Expensiveness, and your overall range of acceptable prices.

• Forecast demand and revenue by enabling the optional Newton-Miller-Smith (NMS) extension, which adds purchase-intent questions and unlocks the Purchase Likelihood & Revenue chart to find your revenue-maximizing price.

• Test pricing for products, services, subscriptions, and one-off purchases in any currency and with any mix of target customers, using OpinionX’s filtering, segmentation, and crosstabs afterwards to compare different persona.

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📖 Full setup & analysis guide: Van Westendorp Surveys on OpinionX →

🧠 New to the method? Read our intro guide: Van Westendorp for Pricing Research, Explained →