Describe your offer, audience, currency, and pricing decision. Makeform creates a price sensitivity survey with price thresholds, purchase intent, and useful segments.
Send survey responses to Slack, Google Sheets, and Zapier.
Sample prompts for the builder
Choose a scenario, tailor its prompt, or send it to the builder. Each structure is an example, not a research result.
Audience
Prospective small-business software buyers
Format
Van Westendorp survey with segments
Prompt size
319 chars
Example survey structure
Van Westendorp survey with segments
What monthly price seems too cheap?
At what price is it a bargain?
When does it start feeling expensive?
What price is too expensive?
Purchase likelihood at each price
Suggested analysis tags
Core segment
Price objections
High intent
State the product, billing unit, currency, and features so everyone evaluates the same offer.
Step 1
Define
one offer, audience, currency, and decision
Step 2
Ask
price thresholds without leading respondents
Step 3
Segment
role, usage, needs, and buying context
Step 4
Compare
acceptable ranges and intent by segment
Better pricing evidence
Consistent questions reveal where an offer looks suspiciously cheap, expensive but possible, or out of reach.
State the currency and billing unit so every numeric answer refers to the same offer.
Compare relevant variables such as usage, company size, current alternative, or buying role.
Pair intent with a short explanation to distinguish budget constraints, weak value, missing features, or low trust.
Choose a method
Start with the pricing decision, then keep the offer and response scale stable across participants.
Ask four thresholds: too cheap, a bargain, expensive, and too expensive. Use them to explore acceptable ranges.
Show one offer at specific prices. Branch upward after acceptance or downward after rejection.
Compare value, preference, and intent for stable feature bundles, so price is not confused with scope.
Use open responses when buyer language or value drivers remain unclear, then design a structured test.
Survey workflow
Give everyone the same offer context, then collect comparable price and intent data.
State the product, features, billing period, currency, audience, and whether you are launching, revising, or packaging.
Choose a method, set realistic prices, use neutral language, and branch to relevant follow-ups.
Survey people who recognize the problem and could influence the purchase. Screen broad audiences when needed.
Compare thresholds, intent, spread, and sample context across meaningful segments instead of relying on one average.
Question design
Each method needs a clear purpose and a consistent offer definition.
Field guide
Six building blocks keep the study tied to a real decision and make answers easier to interpret.
Offer context
Explain the problem, features, delivery, and billing unit neutrally. Avoid promotional language that could inflate interest.
Eligibility
Screen for category need, recent behavior, and decision role so respondents can evaluate the offer.
Price thresholds
Show one currency and unit. Reasonable validation ranges reduce typos without steering respondents.
Purchase intent
Thresholds differ from intent. Use consistent likelihood labels or yes-or-no questions at tested prices.
Reasons
A targeted open question can reveal affordability, weak relevance, missing scope, or concept uncertainty.
Segmentation
Limit profiles to attributes connected to willingness to pay. Relevant segments improve clarity and reduce fatigue.
Related tools
Study the audience, concept, brand context, and customer experience around pricing.
Explore category needs, alternatives, and buying behavior.
Open toolStudy purchase frequency, channels, triggers, and spending.
Open toolMeasure associations that influence price expectations.
Open toolFAQ
Practical answers for marketers and product managers planning a willingness-to-pay study.
It asks a relevant audience about specific prices or thresholds for a defined offer. It can explore acceptable ranges, purchase intent, and reasons a price feels attractive or unacceptable. Results are research inputs, not promised buying behavior.
They ask when the offer seems too cheap, a bargain, expensive but still possible, and too expensive to consider. Use the same currency, billing unit, and description for all four.
Van Westendorp collects threshold prices to explore perceptions. Gabor-Granger tests intent at concrete prices for one offer, often branching higher after acceptance or lower after rejection. Choose based on whether you need an exploratory range or stated demand across planned prices.
Cover realistic options without becoming repetitive. Three to five points can form a readable ladder, while logic reduces how many each person sees. Include the current or likely price when relevant and pilot the range.
Recruit people who experience the problem, know the category, and could influence the purchase. Customers suit plan changes; qualified prospects suit launches. Screen out people who cannot evaluate the offer.
It informs the decision alongside costs, positioning, alternatives, sales evidence, experiments, and observed behavior. Review distributions and segments rather than relying on one average or treating stated intent as guaranteed demand.
Yes. Makeform provides unlimited free forms and responses, so you can generate, edit, publish, and collect responses as needed. The paid tier removes the Makeform badge.
Use neutral language, keep the offer constant, and avoid revealing a preferred answer. Randomize starting prices when appropriate, pilot confusing wording, and place concise segment questions after the pricing section.
Make the next pricing discussion more concrete.
