Gabor–Granger Pricing

Gabor–Granger tests whether participants would buy at different prices from a range you define. Conveo adapts the next price to previous answers, then collects purchase intent and can probe the reasoning behind the responses. Start with Pricing Questions for choosing a method and configuring currencies.

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Configure the price ladder

1. Add a Pricing question and select Gabor-Granger.
2. Describe the product, package, or service participants should evaluate.
3. Configure the currency or currencies.
4. For each currency, set Minimum price, Maximum price, and Increment. Review the generated prices in the preview.
5. Configure Probing settings, then run a full test before recruitment.

The ladder must contain 2–50 prices. Minimum price must be at least zero, maximum must be greater than minimum, and increment must be positive. Prices must fit the selected currency’s decimal precision. Conveo generates prices by repeatedly adding the increment to the minimum until the next price would exceed the maximum. For example, minimum 10, maximum 25, increment 6 creates 10, 16, and 22. The maximum is only included when the steps reach it exactly. A multi-currency question needs a separate ladder for every currency it can assign, including the default currency. A valid ladder in one currency does not configure the others. Resolve missing-ladder validation before launch.

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Participant experience

Participants accept or reject individual prices. The starting point varies by interview, and subsequent prices narrow the remaining range according to the answers. The same price tier is not repeatedly asked within that search. The resolved willingness to pay is the highest accepted tested price. A participant who rejects the minimum has no accepted price. Accepting the highest configured price does not establish that the participant would reject a higher, untested price. Participants also rate purchase intent at their resolved price on a five-point scale from definitely would buy to definitely would not buy. If they rejected the minimum, they rate that lowest offered price. The qualitative follow-up helps explain the response; it does not turn stated intention into an observed purchase.

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Read demand and revenue

Open the question’s analysis in Question Coding. Review the price ladder, sample size, demand curve, revenue curve, and displayed best-performing price. In the unadjusted calculation, demand at a price is the share of analyzed respondents whose resolved willingness to pay reaches that price. Participants who rejected the minimum remain in the denominator; they contribute no demand at any ladder price. Revenue is price multiplied by that demand fraction. A figure displayed per 1,000 consumers scales the same scenario to a nominal group of 1,000. It is not a forecast of your reachable market or a profit calculation. The displayed optimal price is selected from the tested ladder, not from every possible price. The analysis uses eligible completed interviews with a resolved price search. An unfinished search is not treated as a rejection of every price. Hidden, deleted, and test interviews do not feed the normal analysis base. Check sample counts after applying filters.

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Adjust for purchase intent

The Demand basis control lets you inspect intent-adjusted results where purchase-intent data is available. Intent weights express the assumed contribution of each response category to demand. The editor offers Conservative, Standard, and Linear presets, plus editable weights. Review the actual percentages rather than treating any preset as a guarantee of real-world conversion. Changing the weights changes the calculated demand and revenue; it does not change the participants’ recorded answers. Respondents without a recorded purchase-intent rating remain in the overall sample, but cannot contribute to the intent-by-price categories. Check missing intent before comparing adjusted and unadjusted results. An adjusted view can be unavailable when no usable intent evidence exists.

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Inspect responses and export

Use a price tier’s detail controls to inspect participants who were actually asked that price and their responses. The number asked directly at a tier differs from the demand estimate, which uses resolved willingness to pay across the sample. For multiple currencies, review the individual currency views first. The combined view uses a stored exchange-rate snapshot and is available only when the participating currencies’ price ladders match after conversion into the target currency. If the converted ladders differ, use the per-currency results; Conveo does not pool them into a combined price. Keep the selected currency, filters, and demand basis with any exported conclusion. Use Export chart for CSV or PNG. Check the export’s weights and currency information before reusing its figures.

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Editing and limitations

• Launching is blocked when this question or its containing section uses a sequential monadic (random image group) stimulus. Remove the repeating stimulus or move the pricing question into a non-repeating section. If repeated trajectories exist in previously collected data, they are excluded from the normal analysis because they cannot safely be merged.
• If many participants accept the highest price or reject the minimum, the configured range may not bracket their willingness to pay. Interpret the result as bounded by the tested range.
• Low-sample warnings appear below 30 valid respondents. A larger sample still needs appropriate recruitment and a clear purchase scenario.
• Demand assumes willingness to pay decreases as price rises. The method does not model costs, competitor reactions, distribution, or actual purchases.

Use Van Westendorp when you want participants to supply price boundaries rather than choose among your predefined tiers.