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Price Discovery asks each participant if they would buy at a price. It then moves up or down the price list until it finds the highest price they would still buy at. Across participants, the results show demand and revenue curves for choosing a price.

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Set up the question

  1. Add a question and select Price Discovery (Gabor-Granger).
  2. Write the question text. Name the product.
  3. Set the Price ladder. Enter up to 15 prices. The default is 5, 10, 15, 20, and 25. Select Add option to add a price.
  4. Select the Show prices in USD pill to choose another currency. The default is USD.
  5. Select the Buys at “Probably would buy” or higher pill to set the threshold. Choose Definitely would buy (level 5 of 5), Probably would buy (level 4 of 5), or Might or might not buy (level 3 of 5). The default is level 4.
  6. Select the Starts at any price pill to set where the walk starts. Choose Anywhere on the ladder or Middle of ladder.
The ladder, currency, threshold, and starting range lock after the first response.
  • The question is not skippable.
  • The question cannot be used in a screener.

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How the walk works

  • Each participant starts at a random price on the ladder.
  • If the participant would buy, the next price is higher. If not, the next price is lower.
  • The walk never asks the same price twice.
  • The walk ends when the highest price they would buy sits next to the lowest price they would not buy. It also ends at the top or bottom of the ladder.

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What participants see

  1. The question text.
  2. One price, in large type.
  3. Five options: Definitely would not buy, Probably would not buy, Might or might not buy, Probably would buy, and Definitely would buy.
  4. Next. This button stays disabled until they select an option.

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Results in analysis

Open the question on the analysis page. The result shows:
  • Revenue-maximizing price, with the share who would buy there.
  • A chart with Demand (% who would buy) and Revenue / respondent.
  • A confidence badge: Low confidence under 25 respondents, Limited confidence under 50, Moderate confidence under 100, and High confidence from 100.
Read results as directional. Stated intent often overstates buying. Contradictory respondents are left out, and the page states how many.

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Use the switch price in a later question

A later question can show this price as the price they would buy at. If the walk did not find it, the full price range appears. See Use Earlier Answers in a Question.