Pricing Research: Van Westendorp, Gabor-Granger & Conjoint Basics

What you'll build

What you will be able to do

Each lab ends with a concrete result that you build yourself and the checker confirms, cell by cell.

• Turn 20 answers to the four Van Westendorp questions into the cumulative curves that show, at every price, how many people find it too cheap, cheap, expensive or too expensive.
• Find where the Van Westendorp curves cross: the optimal and the indifference price point and the range of acceptable prices, then draw the classic price sensitivity chart.
• Build a demand curve from 24 Gabor-Granger answers, scale it to the target market and find the price that maximises revenue and the one that maximises profit.
• Measure the price elasticity of the subscription from a five-cell checkout test, first between two cells, then across all five with a log-log slope, and turn it into a profit-maximising price.
• Estimate how much each plan feature adds to the rating, the part-worth of every level, from a small full-factorial conjoint study, and predict the rating of a new plan.
• Turn part-worths into the relative importance of price, storage and the AI assistant, and translate the AI part-worths into dollars per month.
• Score three competing plans with the part-worths, turn the utilities into shares of preference with the logit rule and simulate what a price cut to $8 would do.
• Simulate which of three tiers each respondent would choose from their willingness to pay, work out the gross profit of the line-up and count how many Pro buyers the middle tier cannibalises.