Van Westendorp Price Sensitivity Meter: Step-by-Step
Van Westendorp helps identify acceptable price corridors using four core pricing perceptions.
The four questions
Ask respondents when price is too cheap, cheap, expensive, and too expensive. Plot cumulative distributions to find key intersections.
Key outputs
Focus on PMC, PME, OPP, and IDP. Compare by segment to detect where value perceptions shift across audiences.
How teams misuse it
Avoid treating Van Westendorp as the sole pricing source; triangulate with conjoint, elasticity tests, and competitive context.
Use Van Westendorp in a full workflow
Run this method fast for price-corridor guardrails, then validate packaging trade-offs with conjoint.