Willingness to pay isn't a number, it's a story about anchors, alternatives, and the moment a buyer decides "that's too much". Diaform runs AI-led pricing interviews that probe the why behind every price point, so you ship pricing pages with conviction instead of guesswork.
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Most pricing research is a static Van Westendorp survey: four price points, a chart, and a recommended range. The problem is that the chart can't tell you why $39 felt fine but $49 felt insulting, what the respondent was comparing you to, or whether they'd actually pull out a card at either price. Diaform runs the same structured price-sensitivity questions, Van Westendorp, Gabor-Granger, direct WTP, but with an AI interviewer that asks follow-ups when something interesting happens.
Someone says your $79 plan is "too expensive." A static survey logs it and moves on. Diaform asks "compared to what, and at what price would it have felt fair?" and you learn they were anchoring against a competitor you didn't know they were considering. Multiply that across 80 prospects and you stop launching pricing on intuition.
You learn the "too cheap", "bargain", "expensive", and "too expensive" prices, but nothing about why a buyer reacted that way, what they compared you to, or what would change their mind. The chart looks rigorous and tells you almost nothing actionable.
Most teams pick a number based on a competitor screenshot, a gut call, and a Slack thread. The first real pricing data arrives weeks later, as low conversion, awkward sales calls, and a stalled funnel.
Stated WTP is famously inflated. Without probing the reaction, surprise, hesitation, comparison, you can't tell which numbers will hold up when a real card has to come out.
Run Van Westendorp's four-question battery, Gabor-Granger laddering, or direct WTP, the AI interviewer handles the sequencing and keeps every interview consistent across respondents.
Every number comes with a follow-up. Why does $49 feel expensive? What were you comparing it to? At what price would you have stopped considering us? You get the reasoning, not just the digit.
Diaform's automation can detect a "pricing too expensive" trigger mid-conversation and immediately probe deeper, what alternative they'd choose, the price that would change their mind, the feature they'd cut to justify it.
Voice answers on price reveal emotion that text flattens. Hesitation, surprise, a quick laugh, the AI captures it, and you hear which numbers actually landed and which felt absurd.
Show different price anchors, packages, or tier structures to different cohorts. Compare reactions side by side and find the framing that converts, not just the number.
Run pricing studies in 30+ languages. Test geographic price localization with local buyers in their native language and get summaries back in English for your team.
Pick your method, Van Westendorp, Gabor-Granger, or a custom anchor + reaction flow. Set the price points, packages, or tiers you want to test and what trigger reactions matter.
Add a knowledge base on your product, packaging, and competitive landscape so the AI can probe intelligently when respondents reference alternatives or compare features.
Send to your prospect list, current customers, churned users, or a recruited panel. Each respondent runs their own AI-led price interview in their browser, voice or text.
Get sentiment broken down by price point, reaction tags (shock, hesitation, acceptance), the exact quotes that justify each reaction, and a synthesized recommendation across the cohort.
About to launch and unsure where to set the price? Run WTP interviews with your target buyer before the page goes live, not after the conversion data is in.
Moving from three tiers to two? Splitting a feature out? Test the new structure with current customers and prospects to find the breaks before you ship them.
Planning a 20% increase? Probe customers on the threshold where they'd seriously reconsider, what they'd accept in exchange, and which segments will churn vs. shrug.
Test region-specific pricing in the local language. Find out what a buyer in São Paulo or Berlin will pay vs. a buyer in San Francisco, and why.
Which features should sit in Pro vs. Business? What's the must-have that justifies the upgrade? Probe buyers on perceived value per feature, not just price.
For churned customers, find the discount or plan change that would actually bring them back, and the ones who would never come back at any price.
Yes. Diaform runs the full four-question Van Westendorp battery (too cheap, bargain, expensive, too expensive) and adds an AI interviewer that probes the reasoning behind each number. You get the classic price-sensitivity chart plus the verbatims that explain it.
A standard pricing survey gives you numbers without context. You learn $49 felt expensive but not why, what they compared you to, or what would have changed their mind. AI pricing interviews probe each reaction in real time, so you get the price psychology that determines whether someone actually pays, not just what they typed in a box.
For directional pricing decisions, 30-50 well-targeted interviews usually surface the patterns. For statistically robust Van Westendorp curves, aim for 100-200 in your target segment. Because each interview captures the why, you need fewer responses than a static survey to make a confident call.
Yes. You can include pricing tables, package layouts, or competitor pricing as context the AI interviewer references mid-interview, so respondents react to the actual visual, not an abstract number.
Diaform runs pricing interviews in 30+ languages. Buyers respond in their native language and you get summaries back in English, essential for geographic price localization and global pricing studies.
Dive into the other ways Diaform can power your research.
Pair pricing research with concept testing to see how positioning, packaging, and price interact in a buyer's head.
Run broader market research, segments, competitors, demand signals, with the same AI interviewer and a single link.
Use AI-led discovery interviews to understand the buyer before you put a number on the page.
Stop guessing why users leave. Start an automated interviewer in seconds and get the deep insights of a Zoom call at the scale of a survey.
14-day free trial · No demo required
