Talk2UserVan Westendorp is a survey method that helps you find the right price. Instead of asking "would you pay X?" — which gets bad answers — it asks four questions about where cheap and expensive start.
Why It Works
When you ask "would you pay X?", answers are usually 3x higher than what people actually buy. Van Westendorp skips that by asking where "too cheap" and "too expensive" start — not what they'd pay.
The Four Questions
Replace {product_name} with your product.
"At what price would you consider {product_name} to be so expensive that you would not consider buying it?"
"At what price would you consider {product_name} to be priced so low that you would feel the quality couldn't be very good?"
"At what price would you consider {product_name} to be starting to get expensive, so that it is not out of the question, but you would have to give some thought to buying it?"
"At what price would you consider {product_name} to be a bargain — a great buy for the money?"
How to Use the Results
1. Get Responses
Run this as a survey with your target customers. Aim for at least 30 responses. More is better.
2. Plot the Curves
Make a chart with price on the X-axis and percentage of respondents on the Y-axis. Plot each question as a separate line.
3. Find the Sweet Spot
The best price is where "too cheap" and "too expensive" cross. That's where the fewest people reject your price.
4. Find the Range
The zone between those intersections is your safe range. Price anywhere in there.
Resources
- Van Westendorp Survey Guide (OpinionX)
Free spreadsheet and step-by-step guide.
Key Takeaway
Van Westendorp works because it asks about thresholds, not guesses. Use it with 30+ target customers. Combine with real pricing conversations for the full picture.