Price sensitivity testing reimagined: the fastest way to find out why

The number alone was missing the why

A Van Westendorp comes back and the optimal price point is 30% below your target. What do you do? Lower the price, work on the product, or go with your number and hope for the best? The curve cannot tell you, because it never asked. Getting to the reasoning meant commissioning a separate qualitative study: more time, more budget, and a reconciliation exercise to line up two datasets that were never designed to sit together.

Pricing questions in Conveo close that gap.

The methods are unchanged. What changes is that every answer can explain itself.

How it works

Add a pricing question to any topic guide, then set your currency and requirements, and the study is ready in minutes. Participants answer a structured price step first, so the data stays clean, and the AI moderator follows up from there.

Van Westendorp - Demo

Gabor-Granger - Demo

What lands in your results

Analysis happens as responses arrive, so you’re reading a live picture rather than waiting for fieldwork to close.

• The classic outputs, tailored for you. Van Westendorp returns the curves plus the optimal price point, the indifference price point, and the acceptable range. Gabor-Granger returns the demand curve, the revenue curve, and the revenue-optimal price, alongside a willingness-to-pay table and a clear callout for participants who would not buy at any price.
  
  

• Click a price point, read the reasoning. Every bucket and every price tier links straight to the verbatims behind it, so a dip in the curve is one click from the words that explain it.
  
  

• Ask in plain language. Talk to Your Data understands pricing questions and answers them conversationally, with the charts rendered in chat and carried through into document exports.
  
  

• Multiple markets, one question. A single Van Westendorp question adapts currency by market. Every answer records the currency it was given in, and combined views normalize on pinned exchange rates so a chart you shared last week still shows the same numbers today.
  
  

• Everything travels. Per-respondent price columns in custom CSV export, and pricing results feed executive summaries, concept test reports, and wave reports.

What this means for your research

You can now run a pricing study and come away with the number and the reasoning for it. Not just where the curve peaks, but what is holding it there. Is it the product? Is it the messaging? Is a cheaper competitor anchoring price perception before anyone has even considered your value?

When you know the why, you know how to act. You know what you need to prove to justify your price point, which objection to answer first, and where the revenue actually sits. That is a pricing recommendation you can defend in the room, not a number you have to caveat.

Price perception moves. Now you can follow it with Price Sensitivity inside StoryLines.

Pricing is not a one-time question in most categories. Costs move, competitors reposition, and what felt fair last year reads as expensive today. Pricing questions can also run inside StoryLines programs as a recurring chapter, so you can watch willingness to pay shift over time with the reasoning attached to every move, rather than rediscovering it in next year's study.

See Conveo price testing it in action

Watch the the deep dive above for a full setup run-through. Book a demo or reach out to your Research Impact Lead for a walkthrough of price sensitivity testing in Conveo.