Price Analysis (WTP)

Willingness to pay (WTP) is the highest price at which a persona would still buy the product. In the General Research vertical, you open the method with the Price Analysis card; in Fashion, with the Fiyat Analizi (WTP) (Price Analysis) card.

When to use it

• You want to see in which price range there is demand for a new product.
• You want to see in advance how much raising or lowering the price will change the share of buyers.
• You’re looking for the price that maximises revenue within the range you test.
• You want to compare which age group, income group or socio-economic status (SES) group accepts a higher price.

Price Analysis tests a single product, without showing any competitors. To price your product alongside competitors, use Competitive Analysis (Conjoint); to measure how much a feature changes willingness to pay, use Feature Price Impact. To decide which one fits, see Choosing the right method.

Before you start

• Population. You can choose an existing population or create a new one during setup (Creating a population). The breakdowns in the report come from the population’s attributes; a custom feature you add becomes a separate breakdown in the report.
• Product name. Prepare a specific name that includes the brand, model and pack size. SCL estimates the product’s market price from this name and uses it as a reference in the study.
• Shelf price. Plan the ladder so that it extends both below and above the product’s current price.
• Segment size. Segment charts don’t show groups with fewer than 5 personas. If you plan to compare segments, keep the population large enough for that.

Setting up the study

The steps below are for General Research; the differences in Fashion are covered in a subsection below.

1. In the sidebar, click New Research and choose the General Research card.
2. On the Choose Your Research Type page, click the Price Analysis card.
3. In the Choose Population Mode step, click Select Existing Population or Create New Population. You can fill in the design page while the personas are being generated, but you can’t move on until the badge reads Personas Created.
4. Optional: to reuse an earlier price design, choose one from the Select from Saved Surveys card. If you change your mind, click Remove selection to restore the form.
5. On the Price Analysis Settings card, fill in the Product Name field; add a Product Description if you like.
6. Enter the Minimum Price (₺), Maximum Price (₺) and Price Step (₺) values. The ladder appears as ₺ chips under Price Points (N items).
7. Optional: type an extra price in Add Custom Price and press Enter. You can remove a price you added by hand with the X on its chip.
8. Click Next Step, then Continue in the confirmation dialog. SCL runs the market price check at this point.
9. On the Research Preview page, check the Experiment Summary card: the method appears as Basic Pricing, alongside Person Count, Price Point and Credit Usage.
10. Click Start and confirm with Continue. When the study finishes, the Your analysis is ready message appears and the report opens a few seconds later.

You can leave the progress screen; the study keeps running in the background. Your price designs are saved to the Surveys library. To run a design on another population, see Quick Research.

Market price check

If your price range appears to be outside market conditions, the Price might not be realistic dialog opens and shows the Typical range: and Estimated market price: values. To fix the ladder, click Cancel. To continue without changes, tick I want to proceed anyway and click Continue.

If you chose a saved design, the market price stored with that design is used and the check is skipped. In General Research, if no market price can be found for the product, the study fails before any persona is asked a question, and no credits are deducted.

In Fashion

1. Choose New Research › Fashion › the Fiyat Analizi (WTP) card.
2. In the Choose a population step, click Use existing population or Create a new population.
3. On the Ürün kaynağı (Product source) card, paste the product page link into the Product URL field. The status changes from Reading product… to Looks good or Couldn’t fetch this product. A link that is read successfully fills in the product name, description and image.
4. If you have no link or it couldn’t be read, upload a photo in the Ürün fotoğrafı (opsiyonel) (Product photo (optional)) field.
5. Fill in the Price Analysis Settings form and click Next Step. Fashion has no confirmation dialog; while the market price check runs, the button reads Validating price….
6. Check the preview and start the study with Start, as in General Research.

If the product page shows a price, the ladder is set to 5 price points from 80% to 120% of that price, and the Price might not be realistic dialog doesn’t open.

Fashion has an extra check: the ladder must contain at least one price at or below 1.2 times the estimated market price and at least one price at or above 0.8 times it. If it doesn’t, the Fiyat merdiveni pazar aralığının dışında (Price ladder is outside the market range) dialog opens. The dialog offers 7 prices from 0.6 to 2.2 times the estimated price as the Önerilen merdiven (Suggested ladder). Önerilen merdiveni uygula (Apply the suggested ladder) continues with this list; Yine de çalıştır (Run anyway) continues with your own ladder.

Settings and limits

The ladder starts at the lowest price and goes up by the step at each rung. The highest price only makes it onto the ladder if the step lands on it exactly, so choose a step that divides the range evenly. For example, ₺500–₺1,000 with a ₺100 step gives 6 price points. ₺100–₺1,000 with a ₺50 step gives 19 points; in that case, the warning “Number of price points must be between 3 and 16. Current: 19. Please adjust price range or step.” appears.

Credit calculation

Credits = number of price points × number of personas. Each custom price you add by hand also counts as a price point.

Example: you’re testing the ₺500–₺1,000 range with a ₺100 step on a population of 200 personas. 6 price points × 200 personas = 1,200 credits. If you add one custom price, it becomes 7 × 200 = 1,400 credits.

• Credit Usage on the preview shows your balance and the estimated credits together (for example, 5.000/1.200). If your balance isn’t enough, a red warning icon appears next to the value; hover over it to see the warning and the Buy Credits button.
• Credits are deducted after the responses are collected. A study that fails while collecting responses, or doesn’t start because your balance is too low, spends no credits.
• In General Research, credits are deducted based on the saved responses; when you restart a study that stopped partway, only the new responses are charged.
• In General Research, if the responses were collected and only the analysis failed, the credits have already been deducted. When you retry with Start, only the analysis runs again; no new credits are deducted.
• Opening the report, changing the breakdown, Refresh, Download PDF and Download Excel don’t spend credits.

For packages and your balance, see Credits.

Reading the results

On the Reports page, choose the Price filter and open the card with the Price WTP badge. The report title is the product name. Refresh reloads the analysis; it doesn’t rerun the study.

Acceptance rates are calculated like this: each persona is asked about each price separately, and their purchase probability at that price is recorded. Each persona’s probabilities are adjusted so that they don’t rise as the price rises. The acceptance rate at a price is the average of these probabilities across all personas.

Summary cards

Demand & Revenue

• Acceptance Curve (Demand): The number of personas expected to buy the product at each price. The tested prices are marked as points; the optimal price is shown on the curve.
• Revenue Optimization Curve: Price × number of buyers at each price; the peak is the optimal price. If the acceptance rate doesn’t reach 1% at any price, the chart shows No demand at any tested price instead of the curve.
• Purchase Rate by Price Point: The percentage of personas willing to buy at each tested price, as a bar chart.

The Price Level Analysis chart on the same tab shows the results by segment; it’s covered in the section below.

Price Table

The Price Comparison Table shows the Price, Acceptance Rate and Sample (the number of personas counted at that price) columns for each tested price. If the optimal price matches one of the tested prices, that row is highlighted.

Breaking down by segment

The report splits the results by the population’s attributes, for example age, gender, education, income group, SES and, if you added one, a custom feature. City and names aren’t offered as breakdowns. Choose the dimension from the Feature menu.

• Price Level Analysis (Demand & Revenue tab): Draws one line per segment. Choose Purchase Rate, Demand or Revenue from the Metric menu.
• Segment-Based Optimal Price (Segment Analysis tab): Shows the tested price that maximises each segment’s revenue, with the Segment, Optimal Price, Optimal Revenue, Purchase Rate and Demand columns.
• Price Scenario Analysis (Segment Analysis tab): Choose a Price; each segment’s acceptance and refusal rates at that price appear as Accept % and Refuse % bars. The tested price that matches the overall optimal price is marked “(Optimal)”.
• Crosstab (when there are at least two dimensions): Choose Feature A, Feature B and Metric, and set the view to Line or Heatmap. The Segment Combinations — Optimal Price & Revenue table gives the N, Optimal Price, Demand, Optimal Revenue and Avg Purchase values for each combination.

Segments and crosstab cells with fewer than 5 personas aren’t shown. Breakdowns use only the dimensions in these menus; the report has no free-form filter. Changing the dimension doesn’t rerun the study; it regroups the same responses. For details, see Segmentation.

Exporting

• Download Excel: The file is prepared in the background and downloaded. The sheet names are in English regardless of your interface language: Meta (study name, product, export date, total number of personas and responses), Executive Summary (summary metrics), Price Acceptance (acceptance per price), Demand Curves (demand curve), Segment Impact (Avg. WTP and Optimal Price per segment), Population (persona demographics) and Raw (each persona’s purchase probability at each price).
• Download PDF: In the PDF segment selection dialog that opens, tick the segment dimensions to include in the PDF and click Generate PDF. If there’s no suitable segment dimension, the dialog doesn’t open and the PDF is prepared without segment pages. The PDF contains the key metrics, the price points, the demand and revenue curves, the acceptance rates, segment pricing and a summary.

The contents of the files are prepared in your interface language. For details, see Exporting and downloading.

Tips and common mistakes

• Don’t read the optimal price on its own. If Demand at Optimal Price is very low or the revenue curve isn’t shown, the ladder is above the level the personas are willing to pay.
• Look at your target segment’s price. The overall optimal price is calculated for the whole population and can be swayed by the largest segment. For a specific audience, use the Segment-Based Optimal Price table.
• Compare segments by rate, not revenue. Optimal Revenue and Demand grow with the size of the segment; Optimal Price and Purchase Rate give a fairer comparison.
• Watch out for small segments. If many segments are missing from a dimension, use a larger population or a dimension with fewer groups (such as SES instead of income group).
• Changing a field in a saved design clears the selection. The market price check then runs again.
• Restart a failed study. In General Research, click Back to Preview on the Experiment Failed screen, then click Start again. Personas who have already answered every price aren’t asked again.

Related pages

• Choosing the right method
• Competitive Analysis (Conjoint)
• Feature Price Impact
• Segmentation
• Credits