WTP Survey Builder
Generate scientifically validated survey scripts for pricing research. Copy-paste logic for Van Westendorp, Gabor-Granger, and Conjoint studies.
Setup
Methodology Selection
van westendorp Script
Question 1: Prohibitive (Too Expensive)
"At what price per month would you consider our product to be so expensive that you would not consider buying it?"
Question 2: Quality Concern (Too Cheap)
"At what price per month would you consider our product to be priced so low that you would feel the quality couldn't be very good?"
Question 3: Expensive (High Side)
"At what price per month would you consider our product starting to get expensive, so that it is not out of the question, but you would have to give some thought to buying it?"
Question 4: Bargain (Good Value)
"At what price per month would you consider our product to be a bargain—a great buy for the money?"
Using the Scripts
How to deploy these effectively.
Platform Choice
Use a survey tool that supports logic branching (Typeform, Qualtrics) for Gabor-Granger. Simple forms work for Van Westendorp.
Data Cleaning
Discard responses where 'Too Cheap' price is higher than 'Too Expensive' price (irrational data).
Context Setting
Before asking these questions, show a detailed concept card or video so the respondent understands the value.
Execution Steps
Configure your product details on the left (Name, Category, Currency).
Select your methodology tab (Van Westendorp is best for new products).
The tool generates the exact questions and logic flow.
Copy the questions directly into Typeform, SurveyMonkey, or Google Forms.
Pro Strategy
- For B2B, ensure you survey the decision maker (budget holder), not just the end-user.
- Include a product concept image or video before the pricing questions to anchor the value proposition.
- Randomize the starting price in Gabor-Granger to avoid anchoring bias (starting high makes subsequent prices feel cheap).
Core Concepts
Direct vs Indirect
Never ask 'What would you pay?'. Customers low-ball or guess. Indirect framing (psychological thresholds) triangulates true value.
Open Ended Inputs
Van Westendorp requires open number fields, not multiple choice, to avoid biasing the respondent with pre-set ranges.
Stated Preference
What customers say they will do. This is a proxy for 'Revealed Preference' (what they actually do) and usually overestimates willingness.
What is WTP Survey Builder?
This tool generates scripts for the three most common pricing research methodologies. Van Westendorp (PSM) identifies psychological price thresholds. Gabor-Granger measures elasticity at specific price points. Conjoint Analysis forces trade-offs to value specific features.
Best For
- • Pre-launch market research.
- • Validating a price increase.
- • Feature packaging decisions.
Limitations
- • Survey data is hypothetical; actual purchase behavior may differ.
- • Requires a representative sample of your target audience.
- • Garbage in, garbage out: If the product concept is unclear, the price data is useless.
Alternative Methods
A/B Testing
Testing actual live prices on a website (higher risk, higher accuracy).
Competitor Benchmarking
Pricing based on market positioning rather than customer WTP.
Industry Applications
See how this methodology generates real revenue uplift in different sectors.
SaaS Startup Launch
Founders debated between $29 and $99 pricing.
Ran a Van Westendorp survey generated by this tool.
CPG Brand Repricing
Needed to raise prices to cover inflation.
Used Gabor-Granger script to test resistance at +10%, +15%, and +20%.
Service Agency
Structuring a retainer package.
Used Conjoint style questions to see if clients valued 'Speed' over 'Depth'.