PRICING SURVEYS
Run your own Van Westendorp surveys with automated setup and analysis
OpinionX powers pricing surveys for teams looking to calculate the optimal price and acceptable range for their product or feature, using proven market research methods instead of internal assumptions.
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What is Van Westendorp?
Van Westendorp is a survey method for calculating the optimal price range where the highest percentage of customers will consider buying your product or feature.
Each respondent answers four simple questions which are used to identify the price points where the smallest percentage of customers would reject your product. VW surveys turn "what should we charge for this?" into a clear chart you can confidently use to build a robust pricing strategy.
Use it when...
You're pricing a new product or feature, and need to discover the acceptable range before you commit to a number.
Best for...
Product teams, marketing managers, and growth leads who want to take control of pricing research and run studies with target customers directly.
Alternative methods...
OpinionX's toolkit of willingness to pay studies includes Gabor Granger, Conjoint Analysis, Customer Segmentation, and more.
Learn more ➡️
Everything Van Westendorp needs, built into OpinionX
The four VW questions, charted automatically
No need for messy spreadsheets. OpinionX's pre-built VW question type requires no setup and automatically plots answers to identify the optimal price, acceptable range, and differences by segment.
Predict purchase follow-through with NMS-Extension
OpinionX includes two extra VW questions by default (known as the Newton-Miller-Smith extension) to forecast purchase intent and total revenue at each price point by directly asking for purchase likelihood.
Run Van Westendorp with advanced methods in one survey
Most tools only allow one advanced method per survey. OpinionX gives you full control; include multiple VW sections or pair it with methods like conjoint and Gabor Granger.
Compare optimal price for different customer types
Discovery which customers will pay the most for your product. Filter your VW results in one click, compare two groups side by side, or view up to 30 customer segments in a heatmap table.
Test a Van Westendorp survey on OpinionX
👇 Complete the interactive survey below to view the interactive results dashboard 👇
Advanced pricing reports, automated for you
Price Sensitivity Chart
The classic Van Westendorp chart showing the acceptable price range and the optimal price point.
Revenue and Purchase Likelihood
The Newton-Miller-Smith extension, which plots revenue-maximising price against how many customers would buy at it.
Crosstab Analysis
Compare up to 30 customer segments in a colour-coded table to see who has the highest optimal price and acceptable range.
Ready to run your pricing study?
Full access to Van Westendorp surveys, for free
✓ 25 participants per survey
✓ Unlimited surveys
✓ Unlimited researcher seats
✓ Full analysis & exports
✓ Unlimited participants per survey
✓ Unlimited researcher seats
✓ Advanced analysis & data enrichment
✓ Custom exports
✓ SAML SSO & MFA
✓ Private team folders
✓ White-labelling
✓ Procurement & prepaid experts
Guides to Van Westendorp
FAQ
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It's a pricing survey method that maps the range of prices customers find acceptable for a product. Each respondent answers four price questions, and the crossover points between their answers reveal the acceptable range and the optimal price point. The economist Peter van Westendorp developed it, and teams use it to set a price when nobody knows yet what customers will pay.
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You ask each respondent for four prices: the price so low they'd doubt the quality, the price they'd call a bargain, the price where it's getting expensive but still worth considering, and the price where it's too expensive to consider at all. Plot all four across every respondent and you get the price sensitivity chart, where the lines cross at the acceptable range and the optimal price point.
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Use Van Westendorp when you don't have a price in mind and need to discover the acceptable range; the respondent names the prices. Gabor Granger works the other way around, testing specific prices you supply to find the one that maximises revenue. Teams often run them in sequence, Van Westendorp to find the range and Gabor Granger to test inside it, and both sit on OpinionX's free tier.
Create your Van Westendorp survey today
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