What would you pay?

Hi 👋 We are working out what [product name] should cost and we would rather ask than guess. There are no wrong answers, we just want to know what feels right to you. 

Under 2 minutes.

1. How well do you know [product name]?

Select one answer

  • I had not heard of it until now
  • I know of it, but have not used it
  • I have bought it once or twice
  • I use it regularly

2. How well do these describe [product name]?

Select one answer in each row

  • Not at all
  • Partly
  • Very well

High quality

  • Not at all
  • Partly
  • Very well

A brand I can trust

  • Not at all
  • Partly
  • Very well

Attractive design

  • Not at all
  • Partly
  • Very well

Good value for the price

  • Not at all
  • Partly
  • Very well

3. How much do you pay for a product like [product name]?

Just the number, in [currency]. Leave it empty if you buy nothing like it.

4. What would you do at each price?

Select one answer in each row

  • Would buy
  • Not sure
  • Would not buy

[price 1]

  • Would buy
  • Not sure
  • Would not buy

[price 2]

  • Would buy
  • Not sure
  • Would not buy

[price 3]

  • Would buy
  • Not sure
  • Would not buy

[price 4]

  • Would buy
  • Not sure
  • Would not buy

5. Besides price, what else matters?

Select up to 2 answers

  • Reviews from other customers
  • Advice from a salesperson
  • Advertising
  • Warranty or guarantee
  • Packaging

6. What would justify a higher price?

500

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Survey Templates Market Research

Product Price Sensitivity

Who it's for

Anyone about to set or change a price. Run it before the price is announced, not after.

Who answers

People who buy in your category, anonymously, in two minutes.

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What you'll see

  • What people believe the product should cost, before you tell them
  • What they would do at each price: buy now, think about it, walk away
  • What else matters besides price
  • What would justify paying more, in their own words

How to get good answers

  • Ask what they pay today before showing any price of yours. The first number on screen becomes everyone's anchor.
  • Survey people who buy in the category, not just your customers. Your buyers have already accepted your price.
  • Test three or four price points, not one. A single price tells you nothing about the shape of the demand.
  • The last question is where the price increase comes from. If nobody can name anything worth paying more for, the answer is no.

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