Van Westendorp

Zachary Anderson
Last updated: 27 Apr 2022
Written for: Lighthouse Studio 9.3

Warning: Sawtooth Software considers Choice-Based Conjoint and Adaptive Choice-Based Conjoint as the preferred techniques for measuring price sensitivity. However, there are cases where the simpler van Westendorp Price Sensitivity Meter could be used.



Respondents complete a van Westendorp question, followed by two Newton-Miller-Smith questions.

A simulator for the data collected can be found here.


  • This download includes two versions of the van Westendorp questions and its followups: a numeric input version and a dropdown input version. Discard the questions for whichever version you do not need.


  • Line 3 of either grid question's footer can be set to true to reverse the order of the van Westendorp questions.