Price Sensitivity Analyzer

Free tool by AAJ - the price range your buyers will accept, and how sure you can be of it

The Van Westendorp Price Sensitivity Meter asks each respondent four prices: one so low they would doubt the quality, one that feels like a bargain, one where the product starts to get expensive, and one so high they would not consider buying. This tool takes those answers, pasted from any survey or spreadsheet, and turns them into an acceptable price range and the points inside it. It runs in the browser, so nothing pasted is sent anywhere.

Use the tool at aajconsult.com/tools/price-sensitivity-analyzer.

The four points

Each answer set becomes a cumulative curve: the share who would call a price too cheap, the share who would not call it a bargain, the share who would not yet call it expensive, and the share who would call it too expensive. Where the curves cross gives four prices. The point of marginal cheapness is the bottom of the acceptable range. The point of marginal expensiveness is the top. Between them sit the optimal price point, where the fewest people reject the price outright, and the indifference point, where as many call it a bargain as call it expensive.

Survey platforms draw these curves in slightly different ways. The tool states the convention it uses on the page and applies it the same way every time.

An honest interval on every point

A price point computed from a few dozen answers can look precise and still move a long way with a different sample. The tool resamples the answers hundreds of times with a fixed seed and reports the range each point falls in, so a thin or inconsistent sample shows up as a wide interval rather than a confident number. It needs at least ten usable responses to run.

Answers where the four prices are out of order - a "too cheap" price above the "too expensive" one, for example - are removed and counted, so the result shows how clean the data was.

What it cannot tell you

The meter measures how people perceive a price, not whether they would buy. It does not choose a value metric or tiers, and it assumes every respondent pictured the same product. In B2B, answers from people who do not hold the budget describe a different purchase from the one being made. The acceptable range is a boundary for the pricing decision, not the decision.

Frequently asked questions

Where do the questions come from?

From the method published by Peter van Westendorp at the ESOMAR Congress in 1976. The page lists the four questions in the standard wording, ready to copy into a survey.

Is my data stored or shared?

No. The analysis runs entirely in the browser and nothing is saved.

Related resources

Pricing & ARPU Modeler - Survey Studio - Pricing & Packaging Playbook - Pricing & Monetization hub - All free tools

A range is an input, not a price.

Choosing the value metric, the tiers and the number inside the range is the pricing work. See the Growth Audit.