How to run a Van Westendorp survey in 48 hours

A step-by-step playbook for pricing managers who need signal fast. This piece walks through the key findings and what pricing teams should actually do with them next quarter.

The signal is stronger than most practitioners assume. Across the datasets we reviewed, teams that acted on this pattern early captured margin gains that compounded over subsequent quarters.

What makes this useful is not the headline number — it's the structural shift underneath. Pricing leaders should look at their own data through the same lens and see whether the pattern holds.

Three things to try this month: (1) instrument the metric that matters, (2) run a small A/B on a low-risk segment, (3) share results across sales, finance and product before scaling.

We'll be tracking this trend through the rest of the year and will publish follow-up analyses as new data lands. If you're running your own experiments, we'd love to hear how they compare.