Question type
Run a Van Westendorp price test with PickFu
Find out what your audience will actually pay. Respondents answer four price questions, and PickFu calculates your optimal price point, acceptable range, and the thresholds where quality doubts or sticker shock kick in.
The world's top companies just PickFu it.
See how Van Westendorp surveys work
Four questions, one defensible price
Asking "how much would you pay?" gets unreliable answers. The Van Westendorp Price Sensitivity Meter asks from four angles instead: at what price would this seem too cheap to trust, a bargain, getting expensive, and too expensive to consider. PickFu plots the answers as curves and reads off the points where they cross. Your results page shows a recommended Optimal Price Point, the acceptable price range, the indifference price, peak acceptance, and a confidence rating – plus every respondent's written reasoning.
When to use a Van Westendorp price test
When you need a data-backed price rather than a gut check.
New product launches
Find a starting price before you list it.
Repricing an existing product
Check whether your current price sits inside the range shoppers accept.
Premium or budget positioning
See where quality doubts start at the low end and where buyers walk away at the high end.
Services and subscriptions
Price a course, app, membership, or service package.
Why Van Westendorp price tests work
Standardized questions, real buyers, and a price you can defend.
A recommended price, not a range of guesses
PickFu calculates the Optimal Price Point and acceptable range for you. No spreadsheet required.
See the whole price sensitivity curve
Four cumulative curves show where quality doubts begin and where buyers walk away.
Reasons behind every price
Respondents explain their answers, so you learn what drives perceived value.
Van Westendorp survey examples
Van Westendorp price sensitivity: homesteading app
See how 50 U.S. gardeners priced a homesteading app with the Van Westendorp Price Sensitivity Meter. The optimal price landed at $7.75, with an acceptable range of $6 to $10.59.
Van Westendorp price sensitivity: portable outdoor coffee maker
See how 15 U.S. campers and RVers set price expectations for a portable outdoor coffee maker across all 4 Van Westendorp questions.
Frequently asked questions
How does a Van Westendorp price test work?
Every respondent sees your product description and answers four fixed questions: at what price it would seem too cheap to trust, a bargain, getting expensive, and too expensive to consider. PickFu plots the answers as cumulative curves and reports the Optimal Price Point, the acceptable price range, the indifference price, peak acceptance, and a confidence rating, along with each respondent's written explanation.
Can I write my own price questions?
No. The four questions are standardized so PickFu can calculate the price points reliably. You control the product description, images, and context that respondents see, and prices are collected in the currency of your survey's target country.
How many respondents does a Van Westendorp price test need?
More respondents produce smoother curves and a higher confidence rating. We suggest starting with 50. If your confidence rating comes back Low, you can add more respondents to the same survey.