Many product market researchers ask survey questions about consumer behavior. Often, this includes conducting consumer product surveys that asking how much customers are willing to pay for particular goods and services. Gathering information about purchasing decisions can help you determine price points, but it is important to remember that how you design your survey questions will affect the validity of the results. Consider the following tips before finalizing your survey questions about customer willingness and pricing options.
Be concrete. Use as many specifics as possible about the products and services you ask about, especially if you’re interested in brand or item comparisons. The more general a question is, the more a customer’s mind can drift or think of categories and items you may not have anticipated. If you need to define a concept or product, do so.
Use a time frame for reference. When determining how often someone buys or uses a certain product or service, provide a time frame for them to reference (e.g., How many times do you eat out during an average week?).
For questions that include possible prices as response options, ask survey respondents whether they would pay a single specific amount (yes or no) rather than asking questions with different amounts as responses. If they are offered a staggered price list, consumers naturally tend to choose lesser amounts than they might actually be willing to pay in the real world. In your consumer survey ask some respondents if they will pay price x and others if they will pay price y, and then compare the results of the two groups.
Be concrete. Use as many specifics as possible about the products and services you ask about, especially if you’re interested in brand or item comparisons. The more general a question is, the more a customer’s mind can drift or think of categories and items you may not have anticipated. If you need to define a concept or product, do so.
Use a time frame for reference. When determining how often someone buys or uses a certain product or service, provide a time frame for them to reference (e.g., How many times do you eat out during an average week?).
For questions that include possible prices as response options, ask survey respondents whether they would pay a single specific amount (yes or no) rather than asking questions with different amounts as responses. If they are offered a staggered price list, consumers naturally tend to choose lesser amounts than they might actually be willing to pay in the real world. In your consumer survey ask some respondents if they will pay price x and others if they will pay price y, and then compare the results of the two groups.
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