The deck
The curves, the optimal price and the key insights.
01 / Your price ladder
One question for every price you test.
Map the purchase questions; the price each one asks about is read from its wording for you to check.
Then say what counts as a purchase — top-2-box, top-3-box or your own codes on an intent scale, or “yes” on a yes/no question.
Before it runs
- Variables — two or more price questions on one answer scale, at distinct prices.
- Prices & purchase rule — the price for each question and the answers that count as buying. Where respondents were shown only some prices, choose whether their answers extend along the ladder.
- Missing data, filters and a subgroup — each group needs at least 30 usable respondents.
02 / Demand
Who would buy, at each price.
Demand is the share who would buy at each tested price, counted on everyone who answered it.
Respondents who refuse a lower price but accept a higher one are set aside and counted. Nothing is smoothed: if demand rises with price, you get a warning, not a quietly corrected curve.
03 / Revenue
A higher price is not always better.
Revenue per respondent is price times the share who buy; the best tested price is the one where it peaks.
The recommendation is always a price you tested. Elasticity is reported between each pair of neighbouring prices, with a verdict at the optimum — elastic, inelastic or unit-elastic.
04 / The answer
Get the price, in a deck.
The PowerPoint shows the demand and revenue curves, the optimal price, and what it means.
Sample and methodology · Demand and revenue, as an editable chart · Gabor-Granger results · Key insights · Conclusion — or, with a subgroup, the same for every group.