Form questions
Pricing survey questions including the Van Westendorp four
Ask 10 to 14, with the four Van Westendorp questions always together and in order. Never skip a description of the product before the price questions, what people spend today, and the four price points. Without the description the prices are guesses, and without current spend there is nothing to compare them to.
Pricing survey questions ask what people spend now, what they would consider too cheap and too expensive, which plan they would choose and which features they would pay for. These twenty questions centre on the four Van Westendorp price sensitivity questions, asked in a fixed order after people know what the product does.
The questions
Before price
How often do you use products like this?Single choiceRequired
Screens out people who would never buy, whose price answers are noise.
What do you use for this today?Multiple choice
How much do you spend on it now, per month or per year?Dropdown
Bands rather than an exact figure, which people rarely know.
Which features matter most to you?Multiple choice
Read the product description below. How clear is what it does?Single choice
Show the description first. Price answers from people who did not understand the product are unreliable.
Have you paid for a product like this before?Single choice
Van Westendorp price sensitivity
At what price would it be so expensive that you would not consider buying it?NumberRequired
Too expensive. Ask the four in this order, with the same unit, such as per year.
At what price would it start to feel expensive, but you might still buy it?NumberRequired
Expensive.
At what price would it feel like a bargain, a great buy for the money?NumberRequired
Cheap, or a bargain.
At what price would it be so cheap that you would doubt its quality?NumberRequired
Too cheap.
Plans and features
Which plan would you choose?Single choice
Show real plan names, prices and the main difference between them.
Which features would you pay extra for?Multiple choice
Which features could you live without?Multiple choice
Would you prefer to pay monthly or yearly?Single choice
Would a free trial change your decision?Single choice
About you and wrap up
Are you buying for yourself or for a business?Single choice
If for a business, how many people would use it?Number
Who decides on purchases like this?Single choice
Which country are you in?Dropdown
Price expectations differ by market and currency.
Anything else about price?Long text
Which questions to make required
Five are required: the usage screener and the four Van Westendorp price points. The method needs all four from each respondent to plot the curves, so a respondent who skips one cannot be used. Everything else is optional to keep the survey short, since price questions take more thought than most.
- How often do you use products like this?
- At what price would it be so expensive that you would not consider buying it?
- At what price would it start to feel expensive, but you might still buy it?
- At what price would it feel like a bargain, a great buy for the money?
- At what price would it be so cheap that you would doubt its quality?
The form built from these questions
A static copy of the finished form, from its own example page.
Three ways to change this bank
For a physical product, show a photo and the pack size before the price questions and ask about the shop where they would buy it. For services billed by the hour, ask the four questions per hour and add the number of hours they would expect to buy. For an existing product considering a price rise, replace the four questions with how they would react to a stated new price, since current customers already have a reference price. In every version, write the description that comes before the price questions in plain words, with what the product does and does not include, because respondents price what they think they are getting.
Questions people ask
How does the Van Westendorp method work?
A survey method that asks four questions about when a price would be too expensive, expensive, a bargain and too cheap. Plotting the answers gives a range of acceptable prices and points where the curves cross. It shows how people perceive price, not exactly what they will pay.
Why must the four price questions stay in order?
Each answer frames the next, and the analysis assumes they were asked the same way by everyone. Changing the order or wording makes results hard to compare with other studies. Keep the same unit, such as per year, across all four so the numbers line up.
Can a number field stop impossible price answers?
A conversational number field does not limit what can be typed, and the range is only checked when the form is submitted, if one is set. Clean the data afterwards: remove answers where too cheap is higher than too expensive, which usually means the respondent misread a question.
Should the survey show the planned price?
Not before the four Van Westendorp questions, or it anchors them. After them, showing real plans with prices and asking which one people would choose gives a second, more concrete reading. Comparing the two is often where the useful insight is.
How many responses does a pricing survey need?
Enough from each segment you plan to price for, such as individuals and businesses, to see stable curves. Small samples produce jagged results. If you have segments with different needs, analyse them separately rather than averaging them together, and report the size of each segment beside its price range.
Should current customers take a pricing survey?
They can, but analyse them separately. Customers already know the current price, which anchors their answers, and they may hope a survey keeps prices low. Prospects give a cleaner view of a new product. For a price change on an existing product, customer reactions to a specific proposed price are more useful than the four open price questions.
Do stated prices match what people actually pay?
Not exactly. People tend to say lower prices than they would accept when buying. Use pricing surveys to find a sensible range and to understand which features carry value, then test real prices in the market, for example with offers or different plans.
Build this form in about a minute
The button opens the form generator with this form already described. Change the wording to match your own, generate, then edit any field.
Create a form with OneCraftOther question banks
Product feedback survey questions for in app and email
A product feedback survey asks how satisfied users are, which features they use and how important each one is, what is missing, how easy the product is and whether it is good value. These twenty two questions work in an in app prompt or an email, with the role question near the end so answers can be split by user type.
Usability testing questions before, during and after each task
Usability testing questions come in three kinds: a screener before the session, short questions after each task, and wrap up questions at the end. These twenty two are written for a moderator to fill in as the session runs, so every participant is asked the same things in the same order.
Design feedback questions for a mockup review
Design feedback questions should ask what a person noticed and understood, not whether they like the colours, because those answers can be acted on. These twenty one questions start with a first impression taken before anything else is asked, then test clarity, hierarchy and what people would click, and end with a preference between options.
On writing the questions themselves, read How to write survey questions. For everything the builder can do, see the form maker. Step by step: Create a conversational form with AI, then View, export and manage your responses.
Written and checked by the OneCraft team. Last checked .