29:null 2a:["$","title",null,{"children":"Van Westendorp Price Sensitivity Meter | ARussell-23 | Observable"}] 2f:T7f6,# Van Westendorp Price Sensitivity Meter ## 4-Curve Price Perception Analysis The Van Westendorp Price Sensitivity Meter identifies acceptable price ranges for a product or service by plotting four cumulative response curves and finding their intersections. Respondents are asked four questions: - **Too cheap** — at what price would this feel so cheap you would doubt its quality? - **Cheap** — at what price would this feel like a bargain? - **Expensive** — at what price would this feel expensive but still worth considering? - **Too expensive** — at what price would this be too expensive to consider? The four intersection points define the acceptable price range: - **PMC** — Point of Marginal Cheapness — lower bound of acceptable range - **IDP** — Indifference Price Point — price most respondents consider neither cheap nor expensive - **OPP** — Optimal Price Point — price with least combined resistance - **PME** — Point of Marginal Expensiveness — upper bound of acceptable range **Minimum sample size:** - Consumer products/services: n=400 recommended, n=100 minimum (directional only) - B2B products/services: n=200 recommended, n=100 minimum (directional only) Results from smaller samples will produce noisier curves and less stable intersection points. Treat outputs as directional rather than definitive below the recommended minimums. ## How to use this notebook 1. Create your CSV with exactly these column names: * respondent_id — a unique row identifier * too_cheap — price below which quality is doubted * cheap — price that feels like a bargain * expensive — price that feels expensive but acceptable * too_expensive — price that is too expensive to consider 2. Click the Upload CSV button below and select your file 3. Update the price range in the settings below to match your data Please choose colors that are visually accessible, test your colors against each other for differentiation with the following tool: https://projects.susielu.com/viz-palette30:T43d,// Creates the settings controls for the chart // All controls update the chart and summary table automatically viewof settings = Inputs.form({ // product or service name — appears in the caption and alt text productName: Inputs.text({ label: "Product or service name", value: "Product" }), // currency symbol — appears on the x axis tick labels currency: Inputs.text({ label: "Currency symbol", value: "$" }), // minimum price on the x axis // should be at or below your lowest data value priceMin: Inputs.number({ label: "Minimum price", value: 0, min: 0 }), // maximum price on the x axis // should be at or above your highest data value priceMax: Inputs.number({ label: "Maximum price", value: 200, min: 1 }), // number of price points evaluated across the range // higher = smoother curves // 100 is a good default for most datasets priceSteps: Inputs.number({ label: "Price steps (smoothness)", value: 500, min: 10, max: 1000 }), // y axis label axisLabel: Inputs.text({ label: "Y axis label", value: "Cumulative % of Respondents" }) })31:T897,// Creates a variable named 'curves' — an array of objects, one per price point // Uses the industry standard curve construction for VanWestendorp analysis // Each curve represents the percentage of respondents at each price point // // Industry standard curve directions: // tooCheap — FALLS left to right — % who do NOT find this price too cheap // cheap — RISES left to right — % who find this price cheap/a bargain // expensive — FALLS left to right — % who do NOT find this price expensive // tooExpensive — RISES left to right — % who find this price too expensive // // This construction ensures all four curves cross each other naturally // and the intersection points land in the correct order: PMC < OPP < IDP < PME curves = pricePoints.map(price => { // total number of respondents const n = data.length; // TOO CHEAP — falls left to right // at low prices almost everyone finds it too cheap (high %) // at high prices almost nobody finds it too cheap (low %) // 100 minus cumulative gives a falling curve const tooCheapPct = 100 - (data.filter(d => d.too_cheap <= price).length / n * 100); // CHEAP — rises left to right // at low prices almost nobody finds it a bargain (low %) // at high prices almost everyone finds it a bargain (high %) // standard cumulative gives a rising curve const cheapPct = data.filter(d => d.cheap <= price).length / n * 100; // EXPENSIVE — falls left to right // at low prices almost nobody finds it expensive (high % not expensive) // at high prices almost everyone finds it expensive (low % not expensive) // 100 minus cumulative gives a falling curve const expensivePct = 100 - (data.filter(d => d.expensive <= price).length / n * 100); // TOO EXPENSIVE — rises left to right // at low prices almost nobody finds it too expensive (low %) // at high prices almost everyone finds it too expensive (high %) // standard cumulative gives a rising curve const tooExpensivePct = data.filter(d => d.too_expensive <= price).length / n * 100; return { price, tooCheap: tooCheapPct, cheap: cheapPct, expensive: expensivePct, tooExpensive: tooExpensivePct }; })32:T874,// Creates a variable named 'intersections' containing the four key price points // Each intersection is found by scanning through the curves array // and detecting where two curves cross intersections = { function findIntersection(curveA, curveB, minA, maxA, minB, maxB) { for (let i = 1; i < curves.length - 1; i++) { const current = curves[i]; const next = curves[i + 1]; if ( current[curveA] < minA || current[curveA] > maxA || current[curveB] < minB || current[curveB] > maxB ) continue; if ( (current[curveA] >= current[curveB] && next[curveA] <= next[curveB]) || (current[curveA] <= current[curveB] && next[curveA] >= next[curveB]) ) { const priceRange = next.price - current.price; const diffCurrent = current[curveA] - current[curveB]; const diffNext = next[curveA] - next[curveB]; const denominator = diffCurrent - diffNext; if (denominator === 0) return ((current.price + next.price) / 2).toFixed(2); const fraction = diffCurrent / denominator; return (current.price + fraction * priceRange).toFixed(2); } } return null; } // PMC — Point of Marginal Cheapness // where tooCheap (falling) crosses cheap (rising) // both curves moving toward each other — clean crossing const pmc = findIntersection("tooCheap", "cheap", 1, 99, 1, 99); // OPP — Optimal Price Point // where tooCheap (falling) crosses tooExpensive (rising) // lowered minimum threshold to 0.1 since both curves are near zero when they cross const opp = findIntersection("tooCheap", "tooExpensive", 0.1, 99, 0.1, 99); // IDP — Indifference Price Point // where expensive (falling) crosses cheap (rising) // both curves moving toward each other — clean crossing const idp = findIntersection("expensive", "cheap", 1, 99, 1, 99); // PME — Point of Marginal Expensiveness // where expensive (falling) crosses tooExpensive (rising) // both curves moving toward each other — clean crossing const pme = findIntersection("expensive", "tooExpensive", 1, 99, 1, 99); return { pmc, idp, opp, pme }; }33:T4f3,// Displays the four key price points and acceptable price range as a readable table // The acceptable price range runs from PMC to PME summaryTable = Inputs.table([ { // Point of Marginal Cheapness — lower bound point: "PMC — Point of Marginal Cheapness", price: `${settings.currency}${intersections.pmc}`, description: "Lower bound of acceptable price range" }, { // Indifference Price Point point: "IDP — Indifference Price Point", price: `${settings.currency}${intersections.idp}`, description: "Price perceived as neither cheap nor expensive" }, { // Optimal Price Point point: "OPP — Optimal Price Point", price: `${settings.currency}${intersections.opp}`, description: "Price with least combined resistance" }, { // Point of Marginal Expensiveness — upper bound point: "PME — Point of Marginal Expensiveness", price: `${settings.currency}${intersections.pme}`, description: "Upper bound of acceptable price range" }, { // Acceptable Price Range — derived from PMC and PME point: "Acceptable Price Range", price: `${settings.currency}${intersections.pmc} — ${settings.currency}${intersections.pme}`, description: "Range between PMC and PME" } ])34:T26c7,// Creates the Van Westendorp price sensitivity chart as a single SVG // All elements are drawn inside one SVG so it exports cleanly to Illustrator chart = { // ---- STEP 1: FIXED DIMENSIONS ---- const svgWidth = 920; const svgHeight = 560; const marginTop = 40; const marginRight = 280; const marginBottom = 60; const marginLeft = 70; const plotWidth = svgWidth - marginLeft - marginRight; const plotHeight = svgHeight - marginTop - marginBottom; // ---- STEP 2: SCALES ---- // x scale converts a price value to a pixel position const x = price => marginLeft + plotWidth * ((price - settings.priceMin) / (settings.priceMax - settings.priceMin)); // y scale converts a percentage to a pixel position // higher percentages = lower pixel number (SVG y=0 is at the top) const y = pct => marginTop + plotHeight * (1 - pct / 100); // ---- STEP 3: CURVE COLORS ---- const colors = { tooCheap: "#4269d0", cheap: "#3ca951", expensive: "#f4a340", tooExpensive: "#d04242" }; // ---- STEP 4: CREATE SVG ---- const svg = d3.create("svg") .attr("width", svgWidth) .attr("height", svgHeight) .style("background", "white") .style("font-family", "sans-serif") .style("font-size", "12px"); // ---- STEP 5: DRAW GRID LINES ---- d3.range(0, 110, 10).forEach(pct => { svg.append("line") .attr("x1", marginLeft) .attr("x2", marginLeft + plotWidth) .attr("y1", y(pct)) .attr("y2", y(pct)) .attr("stroke", "#e0e0e0") .attr("stroke-width", 1); }); // ---- STEP 6: DRAW Y AXIS ---- svg.append("line") .attr("x1", marginLeft).attr("y1", marginTop) .attr("x2", marginLeft).attr("y2", marginTop + plotHeight) .attr("stroke", "#333") .attr("stroke-width", 1); d3.range(0, 110, 10).forEach(pct => { svg.append("line") .attr("x1", marginLeft - 5) .attr("x2", marginLeft) .attr("y1", y(pct)) .attr("y2", y(pct)) .attr("stroke", "#333") .attr("stroke-width", 1); svg.append("text") .attr("x", marginLeft - 8) .attr("y", y(pct)) .attr("dominant-baseline", "middle") .attr("text-anchor", "end") .attr("fill", "#333") .text(`${pct}%`); }); svg.append("text") .attr("transform", `rotate(-90) translate(${-(marginTop + plotHeight / 2)}, ${marginLeft - 45})`) .attr("text-anchor", "middle") .attr("fill", "#333") .attr("font-size", "13px") .text(settings.axisLabel); // ---- STEP 7: DRAW X AXIS ---- svg.append("line") .attr("x1", marginLeft) .attr("x2", marginLeft + plotWidth) .attr("y1", marginTop + plotHeight) .attr("y2", marginTop + plotHeight) .attr("stroke", "#333") .attr("stroke-width", 1); d3.ticks(settings.priceMin, settings.priceMax, 8).forEach(price => { svg.append("line") .attr("x1", x(price)) .attr("x2", x(price)) .attr("y1", marginTop + plotHeight) .attr("y2", marginTop + plotHeight + 5) .attr("stroke", "#333") .attr("stroke-width", 1); svg.append("text") .attr("x", x(price)) .attr("y", marginTop + plotHeight + 18) .attr("text-anchor", "middle") .attr("fill", "#333") .text(`${settings.currency}${price}`); }); svg.append("text") .attr("x", marginLeft + plotWidth / 2) .attr("y", svgHeight - 8) .attr("text-anchor", "middle") .attr("fill", "#333") .attr("font-size", "13px") .text(`Price (${settings.currency})`); // ---- STEP 8: DRAW CURVES ---- function drawCurve(key, color) { const line = d3.line() .x(d => x(d.price)) .y(d => y(d[key])) .curve(d3.curveCatmullRom); svg.append("path") .attr("d", line(curves)) .attr("fill", "none") .attr("stroke", color) .attr("stroke-width", 2.5); } drawCurve("tooCheap", colors.tooCheap); drawCurve("cheap", colors.cheap); drawCurve("expensive", colors.expensive); drawCurve("tooExpensive", colors.tooExpensive); // ---- STEP 9: FIND Y VALUE AT INTERSECTION PRICE ---- // for each intersection we need the y pixel position of the crossing point // we look up the closest price point in the curves array // and average the two crossing curve values to get the crossing y percentage function getIntersectionY(price, curveA, curveB) { if (price === null) return null; // find the curve entry closest to this price const closest = curves.reduce((best, d) => Math.abs(d.price - parseFloat(price)) < Math.abs(best.price - parseFloat(price)) ? d : best ); // average the two curve values at this price to get the crossing percentage return y((closest[curveA] + closest[curveB]) / 2); } // calculate the pixel y position of each intersection point const intersectionYs = { pmc: getIntersectionY(intersections.pmc, "tooCheap", "cheap"), opp: getIntersectionY(intersections.opp, "tooCheap", "tooExpensive"), idp: getIntersectionY(intersections.idp, "expensive", "cheap"), pme: getIntersectionY(intersections.pme, "expensive", "tooExpensive") }; // ---- STEP 10: DRAW INTERSECTION MARKERS AND LEADER LINES ---- // vertical dashed lines at each intersection price // leader lines start at the intersection point with a small elbow // labels sit in a clean column in the right margin // x position where leader lines end and labels begin const labelColumnX = marginLeft + plotWidth + 20; // x position where label text starts — after a short horizontal segment const labelTextX = labelColumnX + 40; // fixed y positions for labels in the right margin // evenly spaced so they never overlap regardless of intersection prices const labelPositions = { pmc: marginTop + plotHeight * 0.15, opp: marginTop + plotHeight * 0.35, idp: marginTop + plotHeight * 0.55, pme: marginTop + plotHeight * 0.75 }; function drawIntersection(price, label, curveA, curveB, labelY) { if (price === null) return; const xPos = x(parseFloat(price)); // y pixel position of the actual crossing point on the chart const yPos = getIntersectionY(price, curveA, curveB); // vertical dashed line spanning the full plot height svg.append("line") .attr("x1", xPos).attr("x2", xPos) .attr("y1", marginTop) .attr("y2", marginTop + plotHeight) .attr("stroke", "#aaa") .attr("stroke-width", 1) .attr("stroke-dasharray", "4,4"); // small circle at the actual intersection point on the chart svg.append("circle") .attr("cx", xPos) .attr("cy", yPos) .attr("r", 4) .attr("fill", "white") .attr("stroke", "#333") .attr("stroke-width", 1.5); // elbow leader line — three segments: // 1. short diagonal from intersection point to the right // 2. diagonal connecting to the label column height // 3. short horizontal to the label text // elbow point — halfway between intersection x and label column x const elbowX = xPos + (labelColumnX - xPos) * 0.5; // segment 1 — from intersection point diagonally to elbow svg.append("line") .attr("x1", xPos) .attr("y1", yPos) .attr("x2", elbowX) .attr("y2", labelY) .attr("stroke", "#999") .attr("stroke-width", 1); // segment 2 — horizontal from elbow to label column svg.append("line") .attr("x1", elbowX) .attr("y1", labelY) .attr("x2", labelTextX - 5) .attr("y2", labelY) .attr("stroke", "#999") .attr("stroke-width", 1); // label name in bold — e.g. "PMC" svg.append("text") .attr("x", labelTextX) .attr("y", labelY - 4) .attr("font-size", "11px") .attr("font-weight", "bold") .attr("fill", "#333") .text(label); // price value below the label name — e.g. "$31.90" svg.append("text") .attr("x", labelTextX) .attr("y", labelY + 9) .attr("font-size", "11px") .attr("fill", "#666") .text(`${settings.currency}${price}`); } // draw all four intersection markers // curveA and curveB must match the pairs used in the intersections cell drawIntersection(intersections.pmc, "PMC", "tooCheap", "cheap", labelPositions.pmc); drawIntersection(intersections.opp, "OPP", "tooCheap", "tooExpensive", labelPositions.opp); drawIntersection(intersections.idp, "IDP", "expensive", "cheap", labelPositions.idp); drawIntersection(intersections.pme, "PME", "expensive", "tooExpensive", labelPositions.pme); // ---- STEP 11: DRAW DIVIDER ---- // thin line separating intersection labels from curve legend const dividerY = marginTop + plotHeight * 0.87; svg.append("line") .attr("x1", labelColumnX) .attr("x2", svgWidth - 10) .attr("y1", dividerY) .attr("y2", dividerY) .attr("stroke", "#ccc") .attr("stroke-width", 1); // ---- STEP 12: DRAW LEGEND ---- // legend sits in far right column below the divider // completely separate from the leader line label column const legendX = labelTextX; const legendStartY = dividerY + 18; const legendSpacing = 24; const legendItems = [ { label: "Not Too Cheap", color: colors.tooCheap }, { label: "Cheap / Bargain", color: colors.cheap }, { label: "Not Expensive", color: colors.expensive }, { label: "Too Expensive", color: colors.tooExpensive } ]; legendItems.forEach((item, i) => { const itemY = legendStartY + i * legendSpacing; svg.append("line") .attr("x1", legendX) .attr("x2", legendX + 20) .attr("y1", itemY) .attr("y2", itemY) .attr("stroke", item.color) .attr("stroke-width", 2.5); svg.append("text") .attr("x", legendX + 26) .attr("y", itemY) .attr("dominant-baseline", "middle") .attr("fill", "#333") .attr("font-size", "12px") .text(item.label); }); // ---- STEP 13: RETURN THE SVG ---- return svg.node(); }35:T4d1,// ---- CAPTION GENERATOR ---- // Builds a formatted caption from the chart settings and intersection results // Updates automatically whenever settings or data change caption = { // build the acceptable price range string const range = `${settings.currency}${intersections.pmc} — ${settings.currency}${intersections.pme}`; // bold opening sentence const boldSentence = `Van Westendorp Price Sensitivity analysis for ${settings.productName} indicates an acceptable price range of ${range}.`; // regular body sentence const regularSentence = `Four cumulative response curves show the percentage of respondents who find each price point too cheap, cheap/a bargain, expensive, and too expensive. Key price points: Point of Marginal Cheapness (PMC) ${settings.currency}${intersections.pmc}, Optimal Price Point (OPP) ${settings.currency}${intersections.opp}, Indifference Price Point (IDP) ${settings.currency}${intersections.idp}, Point of Marginal Expensiveness (PME) ${settings.currency}${intersections.pme}.`; return html`

${boldSentence} ${regularSentence}

`; }36:T686,// ---- ALT TEXT GENERATOR ---- // Builds detailed alt text following a consistent formula // Updates automatically whenever settings or data change altText = { const text = `Line chart showing Van Westendorp Price Sensitivity analysis for ${settings.productName}. The x-axis shows price in ${settings.currency} ranging from ${settings.currency}${settings.priceMin} to ${settings.currency}${settings.priceMax}. The y-axis shows cumulative percentage of respondents from 0% to 100%. Four curves are plotted. Not Too Cheap falls from left to right. Cheap / Bargain rises from left to right. Not Expensive falls from left to right. Too Expensive rises from left to right. Four key price points are marked with vertical dashed lines and leader lines: - PMC (Point of Marginal Cheapness): ${settings.currency}${intersections.pmc} — lower bound of acceptable price range - OPP (Optimal Price Point): ${settings.currency}${intersections.opp} — price with least combined resistance - IDP (Indifference Price Point): ${settings.currency}${intersections.idp} — price perceived as neither cheap nor expensive - PME (Point of Marginal Expensiveness): ${settings.currency}${intersections.pme} — upper bound of acceptable price range The acceptable price range spans from ${settings.currency}${intersections.pmc} to ${settings.currency}${intersections.pme}.`; return html`

Alt text:

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