On the Results page, the Van Konan Price Optimization Research Test view will be different, depending on the price optimization models you enabled.
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1. Van Westendorp-only view
If you ordered the package that only includes price sensitivity, paragraph text will summarize your findings, followed by a Van Westendorp graph visualizing acceptable price range and optimal pricepoint, according to the cumulative prediction of respondents’ price sensitivities.
Note: Please read the disclaimer before quoting the numbers or using them in your business decisions.
2. Max Revenue and Max Profit curves
If your research test enabled all four modules, there is a summary chart with two curves, one for Revenue and one for Profit, with a few price points called out. The break even point is noted, as are the predicted price for attaining the Max revenue, and the predicted price for attaining the Max profit. Two additional points without markers will be color-coded and referenced below in the table as the Van Westendorp optimal price point, and the price point you indicated as an estimate.
3. Editing price, cost, and TAM
In between the takeaway points and the table are the controls that make this model interactive, giving you the ability to run an unlimited number of “what if” scenarios post-fielding.
As you hit enter, or click Update on each of these items, the chart and table will update to reflect the impact on revenue, profit, and sales frequency at the adjusted retail price, cost, and Total Addressable Market. If you ordered purchase frequency optimization, you'll see a combo box in the top right corner of the chart. Changing the value here will recalculate the revenue and profit totals for the optimal price points both on the chart and on several columns in the table below.
4. Working with the Infographic