---
title: "Discussion on \"Intro to the Van Westendorp Pricing Exercise\" | Hashnode"
description: "Discussion on \"Intro to the Van Westendorp Pricing Exercise\". A popular — and yet in my opinion not popular enough — method to investigate pricing is the Van Westendorp Price Sensitivity Meter (I'll call it \"VW PSM\").\nThe VW PSM is a fast and simple way to investigate perceptions of pricing. I'll show how it wo..."
url: "https://hashnode.com/posts/intro-to-the-van-westendorp-pricing-exercise/65fc3ac8fcc8e12a93c4c5d4"
---

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Discussion

# [Intro to the Van Westendorp Pricing Exercise](https://quantuxblog.com/intro-to-the-van-westendorp-pricing-exercise?utm_source=hashnode&utm_medium=feed)

A popular — and yet in my opinion not popular enough — method to investigate pricing is the Van Westendorp Price Sensitivity Meter (I'll call it "VW PSM"). The VW PSM is a fast and simple way to investigate perceptions of pricing. I'll show how it wo...

Mar 21, 2024 · 12 min read · quantuxblog.com  
Updated May 23, 2025  
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## Written by

[Chris Chapman](https://hashnode.com/@chrischapman)

@chrischapman · Seattle

  
[View profile](https://hashnode.com/@chrischapman)

R, Quant UX, and Marketing Research author. Executive Director, Quant UX Association.

President, Quant UX Association. Previously: Principal UX Researcher @ Google; Amazon Lab 126; Microsoft. Author of "Quantitative User Experience Research" and "\[R | Python\] for Marketing Research and Analytics".

## Responses 1

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[LA](https://hashnode.com/@BScientist)

[Jul 9, 2025](https://hashnode.com/posts/intro-to-the-van-westendorp-pricing-exercise/65fc3ac8fcc8e12a93c4c5d4/comment/686e036effe5692bb2f8dedd)

Hi Chris, thank you so much for this article. It's been really helpful. What would you recommend as a next step if the pricing curves don't intersect at all and you're not able to send out more survey questions to the audience? How do you interpret the information and can you supplement it with another tool?

[Chris Chapman](https://hashnode.com/@chrischapman)

[Jul 9, 2025](https://hashnode.com/posts/intro-to-the-van-westendorp-pricing-exercise/65fc3ac8fcc8e12a93c4c5d4/comment/686e036effe5692bb2f8dedd#reply-686e8c2f190aef62a301869a)

You're welcome and I'm glad it was useful. The VW model here has various problems and limitations and it is not unusual for the lines to be strange or not to cross. The main point is that VW is more of a semi-qualitative tool about stated expectations than a rigorous quantitative assessment. It is sensitive to exact wording and sample understanding.

My recommendation in that case is to describe the lines of interest with summary stats such as the median or other percentile. For example, we might report something like "50% of the sample believed $50 was too cheap, and 75% would consider it at $100." That can accomplish similar insight while staying with the data we have.

As for supplementing with another tool, if you can get more sample then I'd recommend conjoint analysis and/or a "monadic pricing" approach. If you can't get more sample, then I would go with summary stats as noted above. HTH!

[LA](https://hashnode.com/@BScientist)

[Aug 1, 2025](https://hashnode.com/posts/intro-to-the-van-westendorp-pricing-exercise/65fc3ac8fcc8e12a93c4c5d4/comment/686e036effe5692bb2f8dedd#reply-688d43031991de6adc01c6f8)

thank you Chris ! appreciate it [Chris Chapman](https://hashnode.com/@chrischapman)