XM Solution Automated Project

Pricing Study (Van Westendorp)

Launch new products with confidence by understanding how much your customers are willing to pay with the optimal price point and acceptable price range to help you meet your sales targets.


Included with License

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Product Experience


Van Westendorp Pricing Model



The Van Westendorp method uses a series of questions, given to respondents following a product description to identify key psychological price points to understand how much they’re willing to pay.
Find out what customers are willing to pay for your product with our custom pre-built pricing research solution. The expert-designed and pre-configured survey and report for the pricing solution will give you an optimal price point and a range of acceptable pricing to help you go to market confidently.

Van Westendorp Pricing allows you to:

  • Determine a price of a new product or category
  • Get fast, directional results
  • Understand a range of acceptable pricing


  1. Expert pricing study without needing a research expert
  2. Preconfigured projects to save time and resources
  3. Optimize product and service pricing


Product ExperienceXM Solution Automated Projects

Consumer price perception
Van Westendorp Pricing gives you a range of pricing within which it’s “psychologically” safe for your product to be in the market to help ensure your product won’t be perceived as low quality or overpriced.

Optimal price point
As well a pricing range, you also see the optimal price point: the midpoint between the number of people who think the price is too expensive versus too inexpensive.

What You Get

Expert-built Surveys

An expert-built Van Westerndorp pricing survey template preloaded with the right questions to help you save time and get results faster.

  • Ph.D. designed methodology
  • Prebuilt logic and survey structure
  • Automated workflow

Response Recommendations

A recommended number of respondents to maximize confidence in your data, specific to your project design. For example, a typical study would require a respondent sample size of 300 completes for optimal analysis.

We make it easy to get responses:

  • Upload your own contacts
  • Purchase respondents directly in Qualtrics

Prebuilt Reports

Get instant analysis of your data. Pre-built reports help you spend less time analyzing data, and more time delivering results.

  • Instant analysis of your data
  • Easy to understand results
  • Expert designed charts and graphs
  • PDF format for easy sharing

Additional Pricing Research Resources

  1. Article: How to run a pricing study?
  2. Case Study: How Yamaha does pricing research with Qualtrics
  3. Webinar: Pricing Products for Maximum Profitability


Required License: Research Core 3




Product ExperienceXM Solution Automated Projects