# Feature Price Impact

How to set up Feature Price Impact, which measures by how many lira a product feature changes willingness to pay compared with the base product, and how to calculate its credits and read its report.

Feature Price Impact measures how much a product feature changes the price consumers are willing to pay. On the design and report screens, the method appears as **Feature Value Analysis**. An example of the question it answers: "If we add wireless charging to our headphones, how many more lira will consumers pay?"

The method first measures the synthetic consumers' (personas') willingness to pay (WTP) for the base product: the highest price at which they would still buy it. The base product is the product without any of the features you are testing. It then adds each feature to the base product on its own and measures the difference in lira.

## When to use

Use this method when you want to put a lira value on a short list of features (1–5 features). It shows which feature can support a higher price, and which leaves willingness to pay unchanged or lowers it.

| Your question | Suitable method |
| --- | --- |
| How much will people pay for my product? | [Price Analysis (WTP)](/en/docs/research/price-analysis) |
| Which feature matters more? | [Priority Ranking (MaxDiff)](/en/docs/research/priority-ranking) |
| Which feature raises the price, and by how much? | Feature Price Impact |

Features are not tested together, so the method does not measure the total value of a feature bundle.

> [!TIP]
> If you have more than five candidate features, first rank them all with Priority Ranking, without asking about price, then test the top five with this method.

### What personas are asked

1. For every price on the price ladder, the persona is asked whether they would buy the base product. This gives the baseline willingness to pay.
2. For each feature, the persona is first asked, without a price, whether the feature would increase, decrease or not change the amount they would pay (the direction question). Then up to 4 price questions, starting from the persona's baseline willingness to pay, find the new upper limit.
3. For each feature, the whole price ladder is asked again with the feature added to the product. This gives the demand curve with the feature.

The description you write for a feature is added to the product description and shown to the persona in that feature's questions.

## Before you start

- **Population.** During setup you can select an existing population or create a new one. See [Creating a population](/en/docs/populations/creating-a-population) for details.
- **Product information.** Prepare a recognisable product name and a short description. The price check estimates the market price from the product name.
- **Price ladder.** Set a realistic minimum price, maximum price and step for the base product. The same ladder is also asked for each feature.
- **Features.** Write each feature as a single, concrete change to the base product: use measurable wording such as "an extra 2-year warranty" rather than "better quality".

## Setting up the study

The steps below are for General Research. The differences in Fashion are described after the steps.

1. In the sidebar, click **New Research** and select the **General Research** card.
2. On the **Choose Your Research Type** screen, select the **Feature Price Impact** card.
3. On the **Choose Population Mode** screen, continue with **Select Existing Population** or **Create New Population**.
4. The design page opens with the title **Feature Value Analysis**. To use a design you saved earlier, select it from the **Select from Saved Surveys** card. If you change any field after selecting it, the selection is cleared.
5. In the **Price Analysis Settings** card, fill in the **Product Name** field. Optionally, write a short description in the **Product Description (Optional)** field.
6. Enter the **Minimum Price (₺)**, **Maximum Price (₺)** and **Price Step (₺)** values. The resulting prices appear in the **Price Points (N items)** section. Add a price that is not on the ladder with **Add Custom Price**.
7. In the **Features to Test** card, type a feature name and press Enter or click the **+** button. Optionally, enter a short description in the field below each feature.
8. When the status line shows something like **3 feature(s) ready for analysis**, click **Next Step** and choose **Continue** in the confirmation dialog.
9. Wait for the price check to finish. If your range is outside the market estimate, the **Price might not be realistic** warning opens. Click **Cancel** to fix the range, or tick **I want to proceed anyway** and click **Continue**.
10. On the **Research Preview** page, check the **Experiment Summary** card: **Person Count**, **Price Point**, **Feature Count** and **Credit Usage**.
11. Click **Start** and choose **Continue** in the confirmation dialog.
12. When the study finishes, the **Your analysis is ready** card appears on the progress screen and the report opens automatically within a few seconds. To go there without waiting, click **Go to Reports**.

If the personas are still being generated, the **Next Step** button reads **Waiting...**. If you leave the progress screen, the study keeps running in the background; you can find the finished study on the **Reports** page with the **Feature Value** filter. For the general flow of the wizard, see [Starting a new study](/en/docs/research/new-study).

### In the Fashion vertical

- Select **Fashion**, then the **Feature Price Impact** card. At the population step, choose **Use existing population** or **Create a new population**. Continue once the badge on the design page reads **Popülasyon hazır** (Population ready).
- In the **Ürün kaynağı** (Product source) card above the price settings, paste the link to the product page into the **Product URL** field, or upload a photo with **Ürün fotoğrafı (opsiyonel)** (Product photo (optional)). The card is described in detail on the [Price Analysis (WTP)](/en/docs/research/price-analysis) page.
- When you click **Next Step**, the button reads **Validating price...** while the price check runs. If the price ladder is far outside the market estimate, the **Fiyat merdiveni pazar aralığının dışında** (Price ladder is outside the market range) dialog opens. If it offers a suggestion, click **Önerilen merdiveni uygula** (Apply the suggested ladder); to continue with your own ladder, click **Yine de çalıştır** (Run anyway).

> [!NOTE]
> Although the photo field says "opsiyonel" (optional), in Fashion the study cannot start without a product image. The image can come from the product link, a photo you upload or a saved design you select.

## Settings and limits

| Setting | Limit and behaviour |
| --- | --- |
| **Product Name** | Required, up to 255 characters |
| **Product Description** | Optional |
| **Minimum Price (₺)** | 0 or greater; default 500 |
| **Maximum Price (₺)** | Must be greater than the minimum price; default 1,000 |
| **Price Step (₺)** | Must be greater than 0; default 100 |
| Number of price points | The ladder formed by the minimum price, maximum price and step must have 3–16 points |
| **Add Custom Price** | Adds extra prices to the ladder; a duplicate price is counted once |
| Number of features | At least 1, at most 5 |
| Feature name | Up to 255 characters; the same name cannot be added twice (not case-sensitive) |
| Feature description | Optional; shown to the persona |
| Currency | Turkish lira (₺) |

With the default values, the ladder has 6 points from ₺500 to ₺1,000. If the number of points falls outside 3–16, a warning starting with **Number of price points must be between 3 and 16** appears. After the fifth feature, the input field is disabled.

## Credit calculation

The estimated credits are calculated with this formula:

**credits = number of personas × (P + F × (P + 5))**

Here P is the number of price points (including custom prices) and F is the number of features. The first P is the base product's ladder. For each feature, P covers the full ladder for the product with the feature, and 5 covers the direction question and up to 4 price questions.

Example: 100 personas, 6 price points from ₺500 to ₺1,000 in ₺100 steps, and 3 features.

- 100 × (6 + 3 × (6 + 5)) = 100 × 39 = **3,900 credits**
- With the same population and ladder, Price Analysis costs 6 × 100 = 600 credits.
- In this example, each additional feature adds 100 × 11 = 1,100 credits.

The credit amount does not appear on the design screens. You see the estimated credits, together with your balance, in the **Credit Usage** row on the **Research Preview** page (e.g. 5.000/3.900). If your balance is too low, a red info icon appears next to the value and the study does not run; hover over the icon to see the **Buy Credits** button.

Credits are deducted after the personas' responses are saved. In Fashion, no credits are deducted for a failed study; in General Research, a study that fails before any responses are saved does not use credits either. In General Research, the amount deducted is based on the responses the study saved. In General Research, if only the analysis step failed, the deducted credits are not refunded; when you click **Back to Preview** and then **Start** again, only the analysis runs again and no credits are deducted a second time. Opening a report and downloading files do not use credits. See [Credits](/en/docs/account/credits) for details.

> [!WARNING]
> Each feature adds (price points + 5) credits per persona. Check the **Credit Usage** value before you click **Start**; if needed, reduce the price points or the features.

## Reading the results

At the top of the report page are the **Feature Value Analysis** label, the product name as the title, and the **New Research**, **Refresh**, **Download PDF**, **Download Excel** and **Delete** buttons. On this page, **Refresh** only reloads the data on the page; it does not run the study again.

### Summary cards

A paired persona, as used on the cards, is a persona with both an exact willingness to pay for the base product and a measurable willingness to pay for the product with the feature. Personas who refuse even the lowest base price are left out of the average difference.

| Card | What it shows |
| --- | --- |
| **Participants** | Number of personas included in the analysis |
| **Conditional Average Delta** | The average change in lira that the features cause in willingness to pay, over paired personas only. The **Coverage** row shows how many feature-persona pairs were included. A negative value is shown in red. |
| **Positive-Impact Features** | Number of features with an average effect above zero / number of features measured |
| **Highest Observed Delta** | The largest average change in lira and the feature that caused it |
| **Optimal Price Range** | The lowest and highest of the prices that maximise revenue (price × demand) in each feature scenario |

### Demand Curves tab

- **Acceptance Curve (Demand)**: For the base product (**Baseline (no features)**) and each feature, the share of personas willing to buy the product as the price rises. Hover over the points to see **Demand rate** and **Personas willing to buy**. Click a series in the legend to hide it; double-click it to keep only that series. If a feature's curve lies above the base curve, that feature makes more personas willing to buy the product at the same price.
- If a feature has no measurement covering all personas at every price, its curve is not shown and an explanation appears in the chart. This does not mean the effect is zero.
- **Average WTP Change by Starting Baseline Price**: Groups personas by their exactly known willingness to pay for the base product (the starting baseline price) and shows by how many lira, on average, each group's willingness to pay changes when the feature is added (**Curve** or **Columns** view). This is where you see whether a feature has a different effect on personas with low and high willingness to pay.

## Analysing by segment

A segment is a subgroup of the population (e.g. an age group or a socio-economic status (SES) class). In the segment views, you first choose a dimension (e.g. age or SES); the results are then split into that dimension's segments. Segments with fewer than 5 personas are not shown; if no segments are left to show, the chart reads **Insufficient segment data (at least 5 participants per segment required)**.

**Segment Analysis** tab:

- **Feature Impact Distribution**: Choose a feature with **Product Feature** and a dimension with **Analysis**. The chart shows the change in willingness to pay in each segment on the **WTP Change (TL)** axis. Hover over a segment to see the mean and median difference, the shares of personas affected positively, neutrally and negatively, and the number of **Paired personas**.
- **Segment-Based Optimal Price**: The price that maximises each segment's revenue for the selected feature. The columns are **Segment**, **Optimal Price**, **Optimal Revenue**, **Purchase (%)** and **Demand**; you can download the table with **Download CSV**.

**Crosstab** tab:

- **Price Sensitivity**: Shows how segments behave at each price point, based on your **Product Feature**, **Analysis** and **Metric** selections. The **Metric** options are **Demand**, **Revenue**, **Purchase (%)** and **Purchase-Rate Difference**. **Purchase-Rate Difference** is the purchase rate for the product with the feature minus the base product's rate, at the same price and in the same segment; it is measured in percentage points, not lira.
- **Accept/Refuse Rates at …** chart (the title ends with the price you select): Select a **Price** and a **Segment** to see each segment's acceptance and refusal rates at that price.

To work with market segments, see [Segmentation](/en/docs/results/segmentation).

## Exporting

- **Download PDF**: If the report has eligible segment dimensions, the **PDF segment selection** dialog opens, with no dimension ticked. Tick the dimensions to include (**Select all** selects them all) and click **Generate PDF**. The file downloads automatically when it is ready.
- **Download Excel**: Prepares an Excel file with all the data. The sheet names are in English; the headings inside the sheets are in the interface language.

| Excel sheet | Contents |
| --- | --- |
| Meta | Study name, product, export date, persona and response counts |
| Executive Summary | Summary metrics |
| Feature Summary | **Feature Impact Summary**: for each feature, the average base and with-feature WTP, **Avg. WTP Change**, the number of paired personas, **Coverage**, and the numbers affected positively, neutrally and negatively |
| Base Price Change | Average WTP change by starting baseline price |
| Demand Curves | Demand curves for the base product and the feature scenarios |
| Segment Impact | Feature impact by segment |
| Population | The personas' demographic information |
| Raw | All responses for each persona |

The PDF report is also produced in the interface language. To get the file in the other language, switch the interface language first. **Delete** removes the report's analysis results; it does not delete the study itself. See [Exporting and downloading](/en/docs/results/exporting) for details.

## Tips and common mistakes

- **Effects don't add up.** The sum of two features' lira differences does not show the price you would get by offering both together.
- **Read the Coverage row.** If coverage is low, the **Conditional Average Delta** represents only a small part of the population.
- **Build a realistic ladder.** Set the lowest price at a level where most personas could accept the base product; personas who refuse this price are left out of the average difference.
- **A missing curve is not a zero effect.** Refreshing the report does not fill in missing measurements; you need a new study.
- **Reuse the design.** Find your saved designs in the **Surveys** library with the **Feature Value** filter. To run a design on another population, see [Quick Research](/en/docs/research/quick-research).
- **Use the results in the right context.** The results are language model output; they show the direction and size of an effect. Validate high-stakes pricing decisions with real consumers. See [Accuracy and limitations](/en/docs/getting-started/accuracy-and-limitations) for details.

## Related pages

- [Price Analysis (WTP)](/en/docs/research/price-analysis)
- [Priority Ranking (MaxDiff)](/en/docs/research/priority-ranking)
- [Credits](/en/docs/account/credits)
- [Reading a report](/en/docs/results/reading-a-report)
- [Exporting and downloading](/en/docs/results/exporting)