Price survey questions for a price you charge or want to test
Twelve questions for buyers who have already met your price. No figure appears, so the wording fits any product.
- 12questions
- about 3 minto answer
- no figurein the 12
- 3 extraprice-test items
The 12 price survey questions
A price survey asks buyers how they judge what something costs: whether it is worth paying, whether it was clear, how it compares, and what they would do if it rose. These 12 price survey questions load into the free questionnaire tool ready to send, with no figure to fill in.
Who is answering
A payer and a shopper who walked away judge the same price differently.
- Which of these describes how you have met our price?Split every other result by this answer first.
- What else did you look at before you decided?Names what your price is being compared with.
Value for money
When low scores here trace to the product itself, follow up with a product feedback survey.
- For what I get, the price is worth paying.The headline score.
- How would you describe our price to somebody who asked you about it?
Whether the price was clear
These two rate the pricing page, which is quicker to fix than the price.
- I understood exactly what I would be charged before I decided.
- Which part of the price was hardest to work out?Rename the options to match your own plans.
Against the alternatives
Where buyers place your price beside their other options. Whether a cheaper rival could win them over is a job for brand loyalty questions.
- Compared with the other options available to you, our price is:
- How much did the price weigh on your decision?Shows how much the price mattered to the decision.
What happens next
Renewal intent, and the response to a rise.
- How likely is it that you will still be paying for this in a year?Swap "a year" for your own billing period.
- If the price went up, what would you most likely do?
In their own words
Two optional boxes that explain the ratings above.
- What makes the price worth paying, if anything does?
- What would make you say the price was too high?Asks for the reason, so buyers and non-buyers both answer.
Price-test items, for a figure you have not set
Pricing survey questions that name a figure. Replace $49 and $79 with your own two numbers.
- At $49 a month, how likely would you be to buy?
- At $79 a month, how likely would you be to buy?The drop from the first answer is what the increase costs.
- What would have to change before you would pay $79 a month?
Who to ask, when to send and how to read the answers
Send the twelve to people who have seen your price: customers at renewal or after a price change, and shoppers who viewed the pricing page and left. Tell them who reads the answers. For customers who have already gone, churn survey questions ask why.
Read question 3 inside each question 1 group. A low clarity score beside a good value score means the pricing page needs the rewrite, and the price can stay. Keep figures out of the twelve: a number in a hypothetical question pulls answers toward it.[2] To test a new figure, send the three price-test items on their own, worded identically apart from the number,[1] and compare the two scores.
Price survey FAQ
What questions should a price survey ask?
Five things, in this order: who is answering, whether the price is worth paying, whether it was clear before they decided, how it compares with the alternatives, and what they would do if it rose. Two open questions at the end collect the reasons.
Should a price survey question show the price?
Show a figure only when you are testing a new one. Buyers judging a price they already pay know what it is, and leaving it out keeps answers comparable across plans. Before the product exists, a concept testing survey comes first.
How do you measure price sensitivity in a survey?
Ask the same buying question at two prices and compare the scores. A small drop means buyers will absorb the increase. To find a whole acceptable range, let buyers type the prices themselves with price sensitivity meter questions.
Michael Hodge, survey methodology · Updated 2 October 2026 · How templates are reviewed
Sources (2)
- Pew Research Center. Writing Survey Questions. Quoted: "Even small wording differences can substantially affect the answers people provide." pewresearch.org
- Brzozowicz, M. and Krawczyk, M. (2022). Anchors on prices of consumer goods only hold when decisions are hypothetical. PLOS ONE, doi 10.1371/journal.pone.0262130. plos.org
Twelve price questions for buyers who know your price
Open the survey, rename the options in question 6 to match your plans, and send it to everyone who has seen what you charge.
Use this template