Free Product Pricing Survey Template

Product Pricing Survey Template: Find What Customers Will Actually Pay

Pricing research questions including Van Westendorp and willingness-to-pay — so you stop guessing your price

Use this free pricing survey template to find the optimal price point based on real customer data, not competitor benchmarks.

Use This Template - It's Free

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What's in this pricing survey template

Includes Van Westendorp price sensitivity questions and value perception questions to find your optimal price range.

At what price would this product be so expensive that you would not consider buying it?

Open Text (Price Input)

Van Westendorp: "Too Expensive" — upper bound of your price range.

At what price would this product be so cheap that you'd question its quality?

Open Text (Price Input)

Van Westendorp: "Too Cheap" — below this, users don't trust the product.

At what price would this product start to seem expensive, but you'd still consider it?

Open Text (Price Input)

Van Westendorp: "Expensive" — the high end of your acceptable range.

At what price would this product be a great deal — a bargain?

Open Text (Price Input)

Van Westendorp: "Bargain" — the sweet spot where users feel they're getting great value.

Which features are most valuable to you?

Multiple Choice

• Core feature A

• Core feature B

• Core feature C

• Advanced feature D

• Advanced feature E

(Customize with your actual features to inform tier packaging)

How would you prefer to pay?

Single Choice

• Monthly subscription

• Annual subscription (with discount)

• One-time payment

• Pay per use / usage-based

Who should use this pricing survey

Founders Setting Prices

Stop copying competitor pricing. Find what your specific users will pay based on the value they perceive — not what someone else charges.

Product Teams Launching Tiers

Know which features justify a premium tier and which should be in the free plan. Package based on real willingness-to-pay data.

SaaS Before a Price Increase

Test the waters before raising prices. Segment by plan tier to see which users can absorb an increase and which will churn.

Ecommerce Teams

Find the price point where conversion maximizes. Understand price sensitivity by customer segment, geography, or purchase history.

What pricing surveys typically reveal

You're Underpriced

Most startups are. If the "bargain" price is close to what you charge now, you're leaving money on the table.

Segments Pay Differently

Enterprise users may value the product 3x more than SMBs. One price doesn't fit all — segment your results.

Value ≠ Features

Users often pay more for fewer, well-executed features than for feature-bloated products. Simplicity has pricing power.

Annual vs Monthly Split

How users prefer to pay tells you about their commitment level and confidence in your product.

Price Anchoring Effects

Existing customers anchor to current prices. Survey prospects separately to get unbiased willingness-to-pay data.

Tier Packaging Gaps

Feature value questions reveal which features should be in which tier — and which ones are free-tier candidates.

Frequently Asked Questions

What is a pricing survey?

A pricing survey measures how much customers are willing to pay for your product. It uses questions like the Van Westendorp Price Sensitivity Meter to find the optimal price range where customers see value without feeling overcharged.

What is the Van Westendorp pricing method?

The Van Westendorp method asks four questions: at what price is the product too expensive, too cheap, starting to get expensive, and a bargain. The intersection of these answers reveals the acceptable price range and optimal price point.

When should I run a pricing survey?

Run pricing surveys before launching a new product, before a price increase, when entering a new market segment, or when competitors change their pricing. Survey existing users and prospects separately for the most accurate data.

How many responses do I need for a pricing survey?

Aim for at least 100 responses for reliable pricing data. For segment-level analysis (e.g., pricing by company size or plan tier), you need 50+ responses per segment. Quality matters more than quantity — survey people who would actually buy.

Should I show my current pricing in the survey?

No. Showing current pricing anchors responses and biases the results. Let users answer based on perceived value. If they're existing customers, they already know the price — that's fine, but don't remind them in the survey itself.