Analyzing a Van Konan test

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. 

1. Click on the colored indicators along the top row to toggle each line on or off, isolating various optimal price points.

Note: Please read the disclaimer before quoting the numbers or using them in your business decisions. 

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.

1. Click anywhere in the chart and move your mouse horizontally across the x axis to see what profit and revenue would be at any given price point.
2. Click the chart again to lock the view back into optimal price points.

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.

1. Click Edit Estimated to adjust your price estimate.
2. Click Edit Cost to change the cost-to-you of the product.
3. Click Edit TAM to change the Total Addressable Market.

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.

1. Click Open Infographic to view more detailed results and manipulations of your Van Konan test.
2. Click on the color key to enable or disable various lines in the Van Westendorp price sensitivity chart.
3. Click on the Purchase Probability curve and move your mouse along the x axis to view specific purchase probability results.
4. Use the slider or type a number in the box to the right to adjust the Total Addressable Market. Results will recalculate the forecast and redraw the infographic in real time.
5. Click the drop-down in the upper right corner of the Purchase Frequency section to change the frequency, selecting from 1 Month, 1 Quarter, or 1 Year.
6. Click the graph in the last section to view revenue and profit at various price points along the graph.
7. On any view, click the hamburger button in the upper right corner to export a PNG image or PDF document of the specified scenario.
8. Click the x in the top right corner of the infographic to return the compact summary view.