Find the price range the market accepts.
Find your product's best price with the Van Westendorp Price Sensitivity Meter, a straightforward tool that uses consumer feedback to find a balance between volume and profit, ensuring a competitive edge.
- Determine price sensitivity and optimal price range
- 250 respondents in the standard sample
- Standardized PDF report
Four questions, one acceptable range
Determine the price sensitivity and optimal price range for a product or service:
Ask the four prices
Respondents name the price at which the product feels too cheap, cheap, expensive and too expensive.
Field the study
A standard sample of 250 respondents gives each of the four curves a stable shape.
Plot the curves
The four cumulative curves are drawn together, and where they cross is what matters.
Read the range
The crossings give the acceptable range, the optimal price point and your mental price barriers.
Where the curves cross
Each intersection of the four price curves is a decision point — the floor, the ceiling and the sweet spot in between.
Illustration of the method — your own price points come from your test.
The Van Westendorp's Price Sensitivity Meter measures the following metrics:
- Point of Marginal Cheapness (PMC)
- Point of Marginal Expensiveness (PME)
- Optimal Price Point (OPP)
- Indifference Price Point (IPP)
- Mental price barriers
The findings are reported in a standardized PDF report.
The Van Westendorp's Price Sensitivity Meter is beneficial for:
This approach offers valuable pricing insights across various roles and industries, ensuring prices meet market and consumer expectations and that companies are not pricing products cheaper than necessary or too expensively.
Marketing Professionals
For those setting or adjusting product prices.
Product Managers
Helps in deciding prices during product development.
Market Researchers
Useful for analyzing consumer price sensitivity.
Small Business Owners & Startups
Aids in competitively pricing new offerings.
Pricing Strategists
For refining pricing strategies with consumer feedback.
Standardized, so it stays affordable
Price starts from 1000 EUR for a sample size of 250 respondents. For Van Westendorp's price tests where the setup or target group is more niche different pricing applies as well as if including more detailed reporting and custom questions..
- Sample size of 250 respondents
- Niche target groups, detailed reporting and custom questions priced separately
All four price points on one chart.
The price sensitivity curves with marginal cheapness, the optimal price point, the indifference price and marginal expensiveness, plus the recommended range.
Easily order standardized market research projects
Determine the price sensitivity and optimal price range for a product or service using real consumer data and actionable insights for smarter decisions.