Pricing Survey Template
Find out what your customers think is fair before you set your prices, not after.
Pricing decisions made without customer input are guesswork. You might be leaving money on the table by underpricing, or losing customers by asking too much — and you won't know which until it's too late to adjust without damage.
A pricing survey helps you understand how customers perceive value, what they currently pay for comparable solutions, and what they'd be willing to pay for yours. Typeform's conversational format makes these questions feel less clinical than a standard survey, which tends to produce more honest responses. Conditional logic lets you show different pricing scenarios or follow-up questions based on each respondent's profile or current situation. Responses aggregate in real time so you can spot consensus quickly.
Run the survey with a sample of current customers, prospects, or your target audience. Customize the questions around your specific pricing model — subscription, one-time, tiered, or usage-based — and use the results to validate your pricing before going to market.
A pricing survey is a research questionnaire that collects customer opinions on pricing, perceived value, and willingness to pay. It helps businesses understand how their prices compare to expectations and competitors, and identify the price points most likely to drive purchase decisions.
It reduces the risk of pricing mistakes that are hard to walk back. Customers who feel your pricing is unfair rarely tell you — they stop buying or don't convert in the first place. Survey data gives you a more reliable signal than assumptions or competitor benchmarking alone.
Build around established pricing research frameworks like Van Westendorp:
- At what price would you consider this product too expensive?
- At what price would you consider it too cheap to be trustworthy?
- At what price would you consider it a bargain?
- At what price would you consider it a fair value?
- What do you currently pay for a comparable solution?
- Which features matter most to you when evaluating price?
A product survey focuses on features, usability, and satisfaction. A pricing survey focuses specifically on perceived value and willingness to pay. The 2 serve different purposes — pricing surveys are most useful when you're setting or adjusting a price, launching a new product, or considering a pricing model change.
For most B2B products, 50-100 responses from your target audience is enough to identify patterns. For consumer products with a broader market, aim for 150-300 or more. Responses from people who don't fit your target customer profile can skew results, so filter carefully before drawing conclusions.
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