Process
How Koji walks a price ladder
The steps a participant goes through in a Gabor-Granger price test inside a Koji AI interview
A five-step process showing how a Gabor-Granger price test runs inside a Koji AI interview. Each participant starts at a random price in the middle of the ladder, rates purchase intent one price at a time, and moves up or down until Koji finds the highest price they would still buy at. The interviewer then asks for the reasons. Use it to explain the method to a team before running a pricing study.
Where this appears
What's in this process
- Start in the middle: Koji picks a random price from the middle third of your ladder, so nobody anchors on the cheapest one.
- Ask one price at a time: The participant answers on a five-point scale, from definitely would buy to definitely would not.
- Move up or down: A yes moves to a higher price and a no to a lower one. Each step halves what is left of the ladder.
- Stop at the boundary: Most people see about three prices. Koji records the highest price they would still buy at.
- Ask why: The AI interviewer asks what drove the answer and follows up, so every number comes with its reasons.
Use this image
Free to use in your docs, decks and posts under CC BY 4.0, as long as you credit Koji with a link to this page. To embed it, paste this into your page:
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<a href="https://www.koji.so/visuals/how-koji-walks-a-price-ladder"><img src="https://www.koji.so/visuals/how-koji-walks-a-price-ladder/how-koji-walks-a-price-ladder.png" alt="Process showing how Koji runs a price test: start mid-ladder, ask one price at a time, move up or down, stop at the highest accepted price, then ask why." width="1200" height="739" /></a>
<p>Source: <a href="https://www.koji.so/visuals/how-koji-walks-a-price-ladder">How Koji walks a price ladder</a>, Koji</p>
