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Pretotyping and Van Westendorp and Gabor-Granger: when each method fits.
Van Westendorp and Gabor-Granger ask which prices respondents consider appropriate or at which price they would still buy. Pretotyping compares prices on actual behaviour. Horizon runs pretotyping as a painted-door test.
Compared
Two methods, two strengths.
Both help with the pricing decision. The difference lies in what is measured: stated willingness to pay or purchase and sign-up intent at a price shown.
Context
Where the methods differ.
Range and point
A price survey narrows down a range. Pretotyping compares two to six concrete prices against each other.
New products
Respondents find new products hard to judge. With pretotyping, they see a concrete offer with image, benefit and price.
Signal
The price survey measures a statement. Pretotyping measures purchase or sign-up intent at the price shown.
Combination
Combining both methods.
Price surveys
Narrow down a plausible price range.
Set prices
Choose two to six price points from the range.
Pretotyping
Test the price points on purchase or sign-up behaviour.
Decision
With a price range and behavioural evidence.
More comparisons
Pretotyping compared with other methods.
Method
Pretotyping and conjoint
Weighting features in a survey or testing variants on behaviour.
To the comparisonMethod
Pretotyping and surveys
Stated willingness to buy or measured purchase intent.
To the comparisonMethod
Pretotyping and concept tests
A rating in a survey or measured purchase intent in the online environment.
To the comparisonMethod
Pretotyping and A/B tests in the shop
Optimising what is live or deciding before investing.
To the comparisonMethod
Pretotyping and synthetic respondents
Simulated answers or the behaviour of real people.
To the comparisonProvider
Horizon compared with providers.
Provider
Horizon and Veylinx
An auction within the study flow and a behavioural test in the buying situation.
To the comparisonProvider
Horizon and Appinio
Surveys via an app panel and a behavioural test in the online environment.
To the comparisonFAQ
Frequently asked questions.
Does pretotyping replace Van Westendorp?
No. Van Westendorp narrows down a price range, pretotyping tests concrete prices from it on behaviour.
Can pretotyping deliver a complete demand curve?
Pretotyping compares defined price points. It does not produce a curve across all prices, but a robust comparison of the price points under consideration.
Is anything sold with pretotyping?
No. No contract is concluded and no payment is taken. Anyone who chooses an offer is then told transparently that the offer is not yet available.
How long does a test with Horizon take?
Around four weeks from question to data analysis, depending on the target group and the number of variants.
Which method fits your question?
Bring your decision question and we will show you which method fits and how the two work together. Your insights team is welcome to join.
You will speak with Daniel Putsche
Founder & CEO, 30 minutes
Read more