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Structured Instrument
Van Westendorp Price Sensitivity Meter
Participants answer four questions about their price perceptions for a single product or service. Their responses are aggregated into cumulative frequency lines, whose intersections reveal an acceptable price range and specific price points (e.g., optimal, normal).
When This Method Fits
Typical duration
Days – Weeks
Typical cost
Low – Medium
Fidelity level
Talk Only
Stage
Validation
Hypothesis type
Viability
Goal type
Validate go-to-market strategy, Scale the model
Randomization
N/A
Study design
Individual case report
Minimum units needed
100
1Best Fit When
Best when you need a quick, simple read on an acceptable price range for a single product, without needing competitor context.