CMO · Playbook · Advanced · Saves 55+ hours
Pricing Research Playbook
A playbook for conducting pricing research that informs pricing strategy - Van Westendorp, conjoint, and competitive analysis.
What's included
- Research Methodologies
- Van Westendorp Price Sensitivity
- Gabor-Granger technique
- Conjoint analysis basics
- Competitive price analysis
- Survey Design
- Question frameworks
- Sample requirements
- Bias prevention
- Statistical validity
- Analysis Frameworks
- Price sensitivity curves
- Willingness to pay calculation
- Segment-level analysis
- Competitive positioning
- Recommendation Development
- Pricing strategy options
- Revenue modeling
- Risk assessment
- Stakeholder presentation
Best used when
- New product pricing
- Pricing strategy review
- Competitive pricing pressure
- Market expansion pricing
- Packaging decisions
Why this is Gold
Pricing decisions are often made on gut feel. This playbook provides the research methodologies to make data-driven pricing decisions.
The template
The Template
VAN WESTENDORP ANALYSIS
Survey Questions
- At what price would you consider the product to be so expensive that you would not consider buying it? (Too Expensive)
- At what price would you consider the product to be priced so low that you would question its quality? (Too Cheap)
- At what price would you consider the product starting to get expensive, but you might still consider it? (Expensive)
- At what price would you consider the product to be a bargain? (Cheap)
Analysis Output
| Point | Definition |
|---|---|
| Point of Marginal Cheapness (PMC) | Too cheap = Cheap |
| Point of Marginal Expensiveness (PME) | Too expensive = Expensive |
| Optimal Price Point (OPP) | Where curves cross |
| Indifference Price Point (IDP) | Expensive = Cheap |
Sample Size
- Minimum: 100 responses
- Recommended: 200+ responses
- By segment: 50+ per segment
GABOR-GRANGER METHOD
Survey Structure
Would you purchase this product at $X?
- Yes → Test higher price
- No → Test lower price
Price Points to Test
| Level | Price | % Would Buy |
|---|---|---|
| Very high | $ | % |
| High | $ | % |
| Mid-high | $ | % |
| Mid | $ | % |
| Mid-low | $ | % |
| Low | $ | % |
Revenue Optimization
Revenue = Price × Purchase Intent %
Optimal price = Highest revenue
COMPETITIVE PRICE ANALYSIS
Price Comparison Matrix
| Feature/Tier | Us | Comp A | Comp B | Comp C |
|---|---|---|---|---|
| Entry | $ | $ | $ | $ |
| Growth | $ | $ | $ | $ |
| Enterprise | $ | $ | $ | $ |
Price Positioning
| Position | Strategy |
|---|---|
| Premium | 20%+ above market |
| Par | Within 10% of market |
| Value | 20%+ below market |
RECOMMENDATION FRAMEWORK
Pricing Decision Template
| Factor | Finding | Implication |
|---|---|---|
| Van Westendorp | OPP: $X | Price range |
| Gabor-Granger | Max revenue: $Y | Optimal point |
| Competitive | Market at $Z | Positioning |
| Recommendation | Price: $X-Y | Rationale |
Frequently asked questions
What is the Pricing Research Playbook?
A playbook for conducting pricing research that informs pricing strategy - Van Westendorp, conjoint, and competitive analysis.
Who is the Pricing Research Playbook for?
It is built for CMOs and their teams working on Product Marketing. The AI coach adapts it to your company, stage, and goals.
How long does the Pricing Research Playbook take to use?
It saves roughly 55+ hours versus building from scratch. Our AI coach can tailor the playbook to your situation in minutes, then hand you a step-by-step plan.
Is the Pricing Research Playbook free?
Yes. You can read the full playbook and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the Pricing Research Playbook?
The coach teaches you the framework, asks a few questions about your business, tailors the playbook to you, and gives you measurable next steps to execute.