Question bank
Pricing questions to ask recent customers
Eleven questions for a small business owner, in the order to ask them
Eleven questions a small business owner can ask recent customers before changing a price. The first group anchors on the last purchase, the second asks the four Van Westendorp price questions plus what the nearest alternative costs, and the last checks how people would react to a rise. Ask the last question after every price answer. Koji can run them as an interview with a price test.
Where this appears
What's in this question bank
Their last purchase
- Think of the last time you bought from us. What was it for?
- What else did you look at or try before choosing us?
- What would you have done if we had not been available?
What it is worth to them
- What do you pay for the nearest alternative, and how often?
- At what price would this feel so cheap you would doubt it?
- At what price would this feel like a bargain?
- At what price would it start to feel expensive, but you would still buy?
- At what price would it be too expensive to consider?
Price check
- If we raised the price, what would you do first?
- What would make a higher price feel fair?
- What made you say that?
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/smb-price-research-questions-for-recent-customers"><img src="https://www.koji.so/visuals/smb-price-research-questions-for-recent-customers/smb-price-research-questions-for-recent-customers.png" alt="Question bank of eleven pricing questions for recent customers, in three groups: their last purchase, what it is worth to them and a price check." width="1200" height="691" /></a>
<p>Source: <a href="https://www.koji.so/visuals/smb-price-research-questions-for-recent-customers">Pricing questions to ask recent customers</a>, Koji</p>
