Van Westendorp
Derive an acceptable price range and optimal price from sensitivity survey data.
PRICE SENSITIVITY · 6
Too cheap
Bargain
Expensive
Too expensive
OPTIMAL PRICE
$23
ACCEPTABLE RANGE
$18–$27
PRICE SENSITIVITY CURVES
PRICE
TOO $
CHEAP
EXPNS
TOO EXP
$
$
$
$
$
$
Enter the % of respondents who called each price too cheap, a bargain, expensive, or too expensive.
What is Van Westendorp?
The Van Westendorp Price Sensitivity Meter uses four survey questions to map how price perception changes across a range, revealing an acceptable price band and an optimal price point.
Optimal price = intersection of 'too cheap' and 'too expensive' curves
How to read your result
- Enter, per price point, the % who found it too cheap, cheap, expensive, and too expensive.
- The acceptable range sits between the marginal-cheapness and marginal-expensiveness points.
- The optimal price is where 'too cheap' and 'too expensive' cross.
- Needs real survey data across a price range to be meaningful.
Frequently asked questions
What are the four Van Westendorp questions?
At what price is this too cheap (you'd doubt quality), a bargain, getting expensive, and too expensive to consider? The cumulative curves reveal the acceptable range.