Most companies leave money on the table with cost-plus or competitive pricing. Value-based pricing — when customers pay based on the differentiated value you deliver — drives the greatest profit and revenue growth. This survey helps you discover what your market values, what they'll pay, and how they want to be charged.
100+ responses minimum (ideally 300)
~5 min to complete
3 outputs: pricing range, feature priority, positioning clarity
1
Demographics
— Who is responding
Capture ICP persona and firmographic data to segment results. You'll discover which personas at which companies value which features and what they're willing to pay.
1
Multiple Choice
What best describes your role?
What this tells you
Identifies the persona. Economic buyers vs. users often value different features and have different price sensitivity.
2
Multiple Choice
How many employees are at your company?
What this tells you
Segments by company size. Pricing tiers often align to company size — this reveals where your price thresholds should be.
3
Multiple Choice
How do you currently handle [this problem area]?
What this tells you
Reveals what you're displacing. Switching from "nothing" vs. a competitor requires different positioning and pricing justification.
2
Differentiated Value
— What they care about
List 5–7 value propositions and 7–8 features uncovered from your positioning work. The responses reveal what's table stakes vs. genuinely differentiated — and refine how you tell your story.
4
Select All That Apply
Which of these challenges do you currently experience?
What this tells you
Validates which pain points resonate. Each problem maps to a value proposition. If nobody selects a problem, that value prop needs rethinking.
5
Rank Top 3
Of the following capabilities, which are most important to you? Select your top 3.
What this tells you
Separates table-stakes features from differentiated ones. If everyone picks the same 3, those are table stakes. Variance reveals your unique value.
6
Open Text
What would make you switch from your current approach to a new solution?
What this tells you
Qualitative gold. Reveals switching triggers, unmet needs, and the language your prospects use — directly useful for messaging and positioning.
3
Pricing
— What they'll pay
The Van Westendorp method asks respondents to name prices at four thresholds. The intersection of responses reveals your acceptable price range — no guesswork, no leaving money on the table.
Questions 7a–7d: Van Westendorp Price Sensitivity
Present as one block. Each asks for a specific dollar amount for your described solution.
7a · Too Expensive
At what price would this solution be so expensive that you would not consider purchasing it?
$ __________ / [pricing metric]
7b · Getting Expensive
At what price would this solution be getting expensive, but you'd still consider purchasing it?
$ __________ / [pricing metric]
At what price would this solution be a bargain — a great buy for the money?
$ __________ / [pricing metric]
7d · Too Cheap
At what price would this solution be so inexpensive that you would question the quality?
$ __________ / [pricing metric]
How to read results: Plot all four price distributions. The intersection of "too cheap" and "getting expensive" is the point of marginal cheapness. The intersection of "too expensive" and "bargain" is the point of marginal expensiveness. Your optimal price range lives between these two points.
8
Multiple Choice
Which pricing model do you prefer?
What this tells you
Reveals the value metric your market prefers. Aligning your pricing metric to how customers perceive value reduces friction at purchase.
Optional — Add Based on Your Needs
Industry — useful if you serve multiple verticals
Annual revenue — segments price sensitivity by budget
Current spend — "What do you pay for your current solution?"
Most / least valuable — pick 1 most, 1 least from feature list (MaxDiff)
Geography — if pricing varies by region
How to Run It
Use Google Forms, SurveyMonkey, or Typeform. Send to prospects and customers representing your target markets. Customize placeholder text with your specific problems, features, and pricing metric.
Sample Size
Aim for 100+ responses minimum, ideally 300. Segment results by role and company size to see how different personas value features and price differently.
What You'll Learn
Which personas value which features, your acceptable price range, the right pricing metric, and — critically — how to refine your positioning and tell a sharper story.