Table 220 Aug 2026From “Van Westendorp is a survey boundary, not a price”

From stated price sensitivity to a pricing test

The survey earns its place when it changes what the company tests next.

Table 2From stated price sensitivity to a pricing test

Step	Evidence	Decision
Define the offer	Product, term, service and buyer are explicit	Remove ambiguity before asking a price question
Read the spread	Four responses by segment, not only one crossing	Identify the boundary worth testing
Match the cohort	Similar plan, customer and use case in realised data	Compare perception with behaviour
Test the change	Hold a price, scope or message constant where possible	Separate price response from packaging response
Read the outcome	Conversion, margin, retention and expansion	Keep the price only if the economics improve

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Source: Author's operating worksheet. The sequence is a decision protocol, not a validated statistical model.

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From the essay

Pricing & revenue architecture

Van Westendorp is a survey boundary, not a price

Van Westendorp can map how respondents describe price discomfort. It cannot replace observed demand, a reference-price record or a decision about value.

20 Aug 2026

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APA 7

Isoglu, S. (2026). From stated price sensitivity to a pricing test [Table]. isoglu.com. https://isoglu.com/insights/exhibits/isoglu-2026-van-westendorp-is-a-survey-boundary-fig02/

BibTeX

@misc{isoglu-2026-van-westendorp-is-a-survey-boundary-fig02,
  author = {Isoglu, Sinan},
  title = {{From stated price sensitivity to a pricing test}},
  year = {2026},
  howpublished = {Table 2, isoglu.com},
  url = {https://isoglu.com/insights/exhibits/isoglu-2026-van-westendorp-is-a-survey-boundary-fig02/},
  note = {From the essay {Van Westendorp is a survey boundary, not a price}}
}

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