Reference table
Gabor-Granger vs Van Westendorp
How the two most used pricing survey methods differ, and when to use each
A side by side comparison of the Van Westendorp Price Sensitivity Meter and the Gabor-Granger pricing method. It shows what each method asks, what you need before you start, what you get out of it, its main blind spot and a typical sample size. Use it to decide which pricing study to run first. Koji runs Gabor-Granger as a price test question inside AI interviews, with a follow-up on why at every answer.
Where this appears
What's in this reference table
| Van Westendorp | Gabor-Granger | |
|---|---|---|
| Question it answers | What price range feels acceptable? | How many would buy at each price, and which earns most? |
| What you need first | A clear description of the product | 3 to 10 candidate prices |
| What people answer | Four open price questions | Buy or not at one price at a time |
| What you get | An acceptable range and a crossing point | A demand curve and a revenue-maximising price |
| Best stage | Early: new product, no anchor price | Later: choosing between real options |
| Main blind spot | Says nothing about how many will buy | Can only pick a price you tested |
| Typical sample | 100 to 200 per segment in vendor guidance | Around 30 people for a first read |
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<a href="https://www.koji.so/visuals/gabor-granger-vs-van-westendorp-comparison-table"><img src="https://www.koji.so/visuals/gabor-granger-vs-van-westendorp-comparison-table/gabor-granger-vs-van-westendorp-comparison-table.png" alt="Table comparing Van Westendorp and Gabor-Granger on the question each answers, inputs, outputs, best stage, blind spot and sample size" width="1200" height="853" /></a>
<p>Source: <a href="https://www.koji.so/visuals/gabor-granger-vs-van-westendorp-comparison-table">Gabor-Granger vs Van Westendorp</a>, Koji</p>
