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Willingness to Pay & Price Sensitivity Survey Template

Measure price sensitivity, perceived value, and willingness to pay. Van Westendorp survey template to find acceptable price ranges for your product.

What's Included

AI-Powered Questions

Intelligent follow-up questions based on responses

Automated Analysis

Real-time sentiment and insight detection

Smart Distribution

Target the right audience automatically

Detailed Reports

Comprehensive insights and recommendations

Sample Survey Items

Q1
Chat Message
Welcome! First, choose one consumer product you might buy soon (e.g., a small kitchen tool, wearable, or smart-home accessory). Answer all price questions for that same product, in your local currency. Numbers only where asked. There are no right or wrong answers.
Q2
Short Text
Which specific product are you considering for your answers?
Max 100 chars
Q3
Multiple Choice
Have you purchased this type of product in the past 12 months?
  • Yes
  • No
Q4
Multiple Choice
If No: Why haven’t you purchased this type of product recently? Select all that apply.
  • Too expensive
  • Didn’t need one
  • Hard to compare options
  • Didn’t trust the quality
  • Couldn’t find the right features
  • Availability or delivery issues
  • Prefer to spend on other priorities
Q5
Multiple Choice
Attention check: To confirm you’re reading the questions, please select “I agree.”
  • I agree
  • I do not agree
Q6
Numeric
What is the typical price you would expect to pay for this product today? (numbers only, local currency)
Accepts a numeric value
Whole numbers only
Q7
Numeric
At what price would the product seem so cheap that you’d doubt its quality? (numbers only, local currency)
Accepts a numeric value
Whole numbers only
Q8
Numeric
At what price would you consider it a bargain (great value for the money)? (numbers only, local currency)
Accepts a numeric value
Whole numbers only
Q9
Numeric
At what price would it start to feel expensive, though you might still consider it? (numbers only, local currency)
Accepts a numeric value
Whole numbers only
Q10
Numeric
At what price would it be too expensive to consider? (numbers only, local currency)
Accepts a numeric value
Whole numbers only
Q11
Matrix
How likely are you to buy this product at each price level relative to the typical price you stated?
RowsVery unlikelyUnlikelyMaybeLikelyVery likely
About 50% below my typical price•••••
About 20% below my typical price•••••
At my typical price•••••
About 20% above my typical price•••••
About 50% above my typical price•••••
Q12
Opinion Scale
Overall, how fair is the value for money at your typical price?
Range: 1 – 10
Min: Poor valueMid: NeutralMax: Great value
Q13
Rating
How likely are you to purchase this product at your typical price within the next 30 days?
Scale: 10 (star)
Min: Definitely notMax: Definitely would
Q14
Matrix
How important are the following when deciding whether to pay more for this product?
RowsNot importantSlightly importantModerately importantVery importantEssential
Build quality and durability•••••
Brand reputation and trust•••••
Performance or key features•••••
Design, fit, and finish•••••
Warranty or customer support•••••
Q15
Long Text
In a sentence or two: what would clearly justify a higher price for this product?
Max 600 chars
Q16
Long Text
Any other comments about price expectations or value for this product?
Max 600 chars
Q17
Dropdown
Age
  • 18–24
  • 25–34
  • 35–44
  • 45–54
  • 55–64
  • 65+
  • Prefer not to say
Q18
Multiple Choice
Gender identity
  • Woman
  • Man
  • Non-binary
  • Prefer not to say
Q19
Short Text
Country or region where you live
Max 100 chars
Q20
Dropdown
Highest level of education completed
  • Some high school
  • High school or equivalent
  • Some college or associate degree
  • Bachelor’s degree
  • Postgraduate (Master’s/PhD/Professional)
  • Prefer not to say
Q21
Multiple Choice
Current employment status
  • Employed full-time
  • Employed part-time
  • Self-employed
  • Student
  • Unemployed
  • Retired
  • Homemaker
  • Prefer not to say
Q22
Multiple Choice
For this type of product, are you the main purchase decision-maker?
  • Yes
  • No
  • Shared decision
Q23
Chat Message
Thanks for your time—your feedback helps us understand price expectations and value perceptions. You may now submit your responses.
Q24
AI Interview
AI Interview: 2 Follow-up Questions on your pricing answers
AI InterviewLength: 2Personality: Expert InterviewerMode: Fast

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