Willingness to Pay (Van Westendorp)
Use Van Westendorp's four validated price questions to find the price your offer can carry — extended with the Newton, Miller and Smith purchase-intent questions.
Take the template with one click, adapt it to your project in a few minutes and start collecting answers.
Why this template
Adapted in minutes
Change, add or remove questions — the AI assistant rephrases them on request.
Free to start
Publish the template on a free account — no credit card and no trial clock.
Results in real time
Charts, filters and export to Excel, SPSS or CSV — with no extra work.
How to use this survey
- 1
Take the template
Create a free account and copy the template into your project with one click.
- 2
Adapt the questions
Adjust wording, scales and logic to your context — as often as you like.
- 3
Invite respondents
Share it by link, QR code, email or embedded on your website.
- 4
Analyse the answers
A live dashboard with charts, filters and export into your analysis tool.
The questions in this template
- How often have you bought products of this kind in the last twelve months?
- How interested would you be in this offer in principle?
- At what price would this offer be so expensive that you would not consider buying it?
- At what price would this offer be so cheap that you would doubt its quality?
- At what price would this offer start to get expensive, without a purchase being out of the question?
- Up to what price would this offer be a bargain for you, a great buy for the money?
- How likely would you be to buy the offer at the price you just called a bargain?
- How likely would you be to buy the offer at the price you just called expensive?
- What did you base your price answers on?
All 9 questions are fully editable.
Frequently asked questions
Is the “Willingness to Pay (Van Westendorp)” template free?
Yes. You can use, customize and publish the template for free — a free account is all you need.
How do I use the “Willingness to Pay (Van Westendorp)” template?
One click on “Use this template” creates it as your own survey in the editor. From there you can adapt it and share it by link, QR code, email or embedded on your own website.
Can I change, delete and add questions?
Completely. Once taken, the survey sits in your editor: every question, scale and answer option can be edited, reordered or removed.
What data does the “Willingness to Pay (Van Westendorp)” template collect?
Which data you collect is decided question by question — if you don't ask for personal data, none is collected. Every question in the template can be changed or removed before you publish.
Are surveys built from the “Willingness to Pay (Van Westendorp)” template secure and anonymous on empirio.ai?
Respondents need no account and simply open the link. Whether answers stay anonymous is up to the questions you ask: as long as nothing personal is asked, no answer can be traced back to a person.