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Pricing Research Template for Product Strategy
A structured template for conducting pricing research with customers. Covers Van Westendorp, Gabor-Granger, conjoint analysis, interview guides, and...
Updated 2026-03-05
Pricing Research
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Frequently Asked Questions
How many respondents do we need for pricing research?+
For Van Westendorp: minimum 50, ideally 100+. For Gabor-Granger: minimum 50 per price point tested. For interviews: 15-20 across 3-4 segments. If you have fewer than 50 survey respondents, treat the results as directional rather than definitive. Combine with qualitative interviews to compensate for small quantitative samples.
Should we use real product screenshots in the survey?+
Yes. Context matters enormously for pricing questions. Show the product, describe the features included, and explain the value proposition before asking price questions. Without context, respondents anchor on their cheapest reference point in the category.
How do we incentivize participation without biasing results?+
Offer incentives that are unrelated to your product: gift cards ($25-50 for a 10-minute survey, $75-100 for a 30-minute interview) work well. Avoid offering product discounts as incentives because they attract price-sensitive respondents and skew WTP downward.
Can we do pricing research without revealing our plans to competitors?+
Yes. Frame the survey as "category research" rather than "our new pricing." Use a third-party survey tool with neutral branding. For interviews, use an NDA or simply ask respondents about their willingness to pay for a described feature set without naming your product. ---
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