The Van Westendorp Price Sensitivity Meter (PSM) is one of the most popular methods for pricing research when you want to understand how customers perceive the value of a single product or service. By asking just four questions: too cheap, cheap, expensive, too expensive, you can uncover the acceptable price range and identify the “sweet spot” where customers are most comfortable.
This method is quick, simple, and works best when you’re not comparing multiple products side by side. Keep in mind, it captures perceived value (not actual purchasing behavior). A sample of 50–200 respondents typically provides solid insights. For stronger results, combine with methods like Gabor-Granger or behavioral testing.
Sprig makes it easy to set up this survey with skip logic, and optional product exploration links so you can collect clean, actionable pricing data in minutes.
