Find the price that earns the most,
and why people pay it
Koji shows each participant one price at a time, finds the most they would pay, then asks why. You get the demand curve, the revenue-maximizing price and the reasons behind it, from the same conversation.
The offer
Brewline: two bags of freshly roasted coffee every month, free delivery, pause or cancel anytime.
And at €29 per month?
Demand and revenue
Revenue-maximizing price: €19 per month
€24 earns almost as much (€13.20 vs €13.49 per participant) with fewer buyers. Read the reasons before you pick.
€19
earns the most
71%
would buy at €19
3.4
prices per participant
Example study: a coffee subscription tested at seven monthly prices.
Why price tests
Most prices are a guess with a spreadsheet around it
Prices get set from a competitor's page, a cost-plus formula, or a survey that asks people to name a number. People are poor at naming a number and good at reacting to one. A price test asks for a decision at a real price, and Koji asks for the reason while it is fresh.
Asking “what would you pay?”
- Answers anchor on a competitor or a round number
- No link between the number and what people would actually do
- A chart with no reasons, so nobody can defend the price
- A separate survey and a separate round of interviews
A price test in Koji
- A buy decision at each price, on a five-point scale
- Demand and revenue per participant at every price you test
- The reason behind every answer, grouped into themes
- One study: the price test sits next to your other questions
Capabilities
A complete pricing study in one question
The method pricing teams trust, run inside a conversation, analyzed for you.
Adaptive price ladder
One price at a time, starting mid-range and moving with each answer. Three or four prices find each person's ceiling.
Revenue-maximizing price
Demand times price at every point you test, with the peak marked and near-ties called out.
Demand at every price
The share who would buy at each price, with everyone who would buy at none kept in the count.
The reasons behind each answer
Koji asks why after the last price and groups the answers into themes, with quotes you can trace.
A check on your range
See where each participant stopped, and get a suggestion when too many sit at the top or bottom.
Text or voice, any market
Runs in text and voice interviews in over 30 languages, with your currency and unit.
In the product
Everything a pricing decision needs, in one study
A price ladder people can answer in seconds
Participants read the offer once, then answer one price at a time. Earlier answers stay on screen, and their reply reads back in plain words, such as “Would buy at €24, not at €39 per month”.
- Five-point purchase intent, from definitely to definitely not
- Works in text interviews and voice interviews, in over 30 languages
- Koji introduces the offer once and never names a price first
The offer
Brewline: two bags of freshly roasted coffee every month, free delivery, pause or cancel anytime.
And at €29 per month?
Demand, revenue and the price that earns the most
The report plots the share who would buy at each price and the revenue each participant brings, marks the peak, and writes its title from the curve. When two prices are close, it says so instead of crowning one.
- Revenue-maximizing price as the headline
- Exact table behind the chart
- Near-ties called out, so you choose with the reasons in view
Demand and revenue
Revenue-maximizing price: €19 per month
€24 earns almost as much (€13.20 vs €13.49 per participant) with fewer buyers. Read the reasons before you pick.
The reasons behind every price
Because the price test runs inside an interview, every answer has a why. Koji groups the follow-ups into themes and keeps the quotes, so you can see what would make people pay more and what makes them walk away.
- Themes with the share of participants behind each
- Verbatim quotes, linked to the full interview
- Combine with other questions to see who pays more
Why they stopped where they did
Compares it to café spend
38%“€24 is two flat whites a week. That's an easy yes.”
Wants to pick the roaster above €25
27%“At €29 I'd want to choose what I get, not just whatever ships.”
Free delivery is the deal-breaker
19%“If shipping were extra I'd drop a price band.”
Business cases
Where teams use price tests
Any decision where the price is still open and the cost of getting it wrong is real.
Launching a new product
Price before launch, not after the first quarter of discounts. Test the range with the people you want to sell to.
Raising prices
See how many customers a new price keeps and what they would expect in return, before the email goes out.
Adding a plan or an add-on
Find what a new tier or add-on can carry on its own, one offer per test, with the reasons that set its ceiling.
Entering a new market
Run the same test per country, in the local language and currency, and compare what each market will pay.
Agencies and consultancies
Give clients a price recommendation backed by a demand curve and quotes, delivered in days instead of weeks.
Investors and due diligence
Check pricing power before a deal: how much headroom a company's customers see in its price.
Built for rigor
Numbers you can defend
Price tests are directional, and the report says so once. Everything else is designed to keep the numbers honest.
No anchoring on the cheapest price
Each walk starts at a random price in the middle third of your list, not at the bottom.
Everyone stays in the count
Participants who would buy at no price stay in the denominator, so demand isn't inflated.
You define a buyer
“Probably would buy” or higher counts as buying by default. Make it stricter if your category needs it.
Every step is kept
Each participant's full path, every price and their intent at it, is stored with their answer, ready for a closer look.
A pricing research method from the 1960s that asks people how likely they are to buy at a series of prices, one at a time. Counting who would buy at each price gives a demand curve, and multiplying by price gives the revenue curve and the price that earns the most. Koji runs it inside a conversation, so every answer comes with the reason behind it.
Stop guessing your price.
Test it this week.
Set up a price test in minutes and send it to your customers or our panel. Results come in as the interviews do.
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