NewJun 30, 2026Study design

Test price sensitivity and ask why in the same interview

Add a Van Westendorp or Gabor-Granger question to your topic guide. Participants answer on price, then the AI research assistant asks why.

Charles Allison

At a glance

Van Westendorp and Gabor-Granger questions in your topic guide
The AI research assistant follows up on the price answers you choose
Price curves, acceptable range, demand and revenue in Question Coding
Open the interviews behind any price tier or unusual answer
One question across 12 currencies, with per-currency and combined views

Release details

Shipped: Jun 30, 2026
Area: Study design
Kind: New
Author: Charles Allison

Read the docs guide

A Van Westendorp comes back and the optimal price point sits 30% below your target. Drop the price, rework the product or hold your number? The curve can't tell you, because it never asked. Finding out used to take a second, qualitative study and a merge of two datasets.

Price testing, how it works and what it changes, no sound needed.

How it works

Pick a method. Choose Pricing as the question type, then Van Westendorp or Gabor-Granger, and describe what participants should price.
Participants answer on price first. Van Westendorp asks for four prices, from too cheap to too expensive. Gabor-Granger adapts prices from a ladder you set, then asks for purchase intent.
The AI research assistant asks why. You pick which price answers get a follow-up, inside the same video conversation.
Set a currency per market. Use one currency, or let an earlier answer such as country pick one of 12. Gabor-Granger needs a price ladder for each currency.

Click from the curve to the conversation

Van Westendorp returns the price sensitivity curves, the optimal and indifference price points and the acceptable range. Gabor-Granger returns demand and revenue curves and the best-performing price on your ladder, optionally weighted by purchase intent. From a price tier or an outlier, open the interviews behind it. Per-currency views keep the prices people stated, and a combined view converts them on a stored exchange-rate snapshot.

Research teams asked for it in five situations

From teams in consumer goods, drinks, food, e-commerce, apparel and design, kept anonymous.

Price inside a concept test. Show the concept or pack with its claim, then learn whether the claim makes it worth a premium, and why.
A price before the product is built. Pressure-test the value proposition and a price range before development starts.
Premium ranges. Check whether shoppers will accept a pricier sub-range next to the core line before it reaches the shelf.
Gaps between tiers. See how much more people would pay for the next option up, and what they expect the extra to buy.
Segments by willingness to pay. Split the sample by what people would pay and compare what each group values.

What this means for your research

You get the price and the reasons for it from the same participants in one study. When the curve lands below target, the follow-ups show whether the product, the message or a cheaper alternative holds it there, so you know what to prove before moving the price.

Some limits to know. Pricing is marked Research preview in the study designer. It works in main-interview questions; screener questions and sections that rotate stimuli sequentially can't use it. Both methods measure stated responses, so weigh the curves alongside what participants say. Results carry a caution below 30 valid respondents.