Mesure de la sensibilité au prix Van Westendorp (PSM)

The Van Westendorp Price Sensitivity Meter (PSM) is particularly effective during the early stages of product development, especially in industries where pricing strategies significantly influence market success, such as consumer electronics, fashion, and food products. This methodology can be initiated by market research teams or product managers who seek to understand the pricing dynamics in relation to consumer expectations. It often complements other pricing strategies like the Gabor-Granger technique, where more quantitative data can be derived from willingness-to-pay questions that involve actual purchase scenarios. PSM facilitates a qualitative exploration of consumer attitudes towards price, enabling designers and engineers to position their products effectively. For example, in the automotive industry, applying PSM during the conceptual phase can aid in evaluating how consumers perceive the pricing of new electric vehicles relative to traditional options, which can be critical for market acceptance. The interactive nature of PSM allows for engagement with diverse consumer segments, ensuring that the resulting data reflects a wide range of price acceptance, which is particularly valuable in industries subject to rapid change or heavy competition. Collaboration among marketing, sales, and product development teams is often recommended, which can lead to more informed decision-making and alignment on pricing strategies that meet both market demand and financial objectives. Additionally, employing PSM can reveal nuances in consumer psychology, informing branding strategies and communication around price, which are essential when launching premium products.