# Price Analysis (WTP)

How to set up Price Analysis (WTP), which measures how many personas would buy a product at each price you test and which price maximises revenue, and how to read its report.

Price Analysis (WTP) measures the price range consumers are willing to pay for a product. You define a product and a list of prices to test (the price ladder); each synthetic consumer (persona) in the population answers separately, at each price, whether they would buy the product. Example question: "If we sell this product for ₺750, what percentage of consumers will buy it, and which price brings in the most revenue?"

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](/en/docs/research/choosing-a-method).

## Before you start

- **Population.** You can choose an existing population or create a new one during setup ([Creating a population](/en/docs/populations/creating-a-population)). The breakdowns in the report come from the population's attributes; a [custom feature](/en/docs/populations/custom-features) 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](/en/docs/research/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.

> [!TIP]
> Put at least one price on the ladder slightly below the estimated market price and at least one slightly above it. If all the prices are far above the market, the personas reject every price; if they're far below it, they accept them all. Either way, the report tells you nothing about price.

### 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.

> [!IMPORTANT]
> Although the photo field says "(opsiyonel)" (optional), Price Analysis in Fashion won't proceed without a product image. The image can come from the link, an uploaded photo or a saved design; otherwise the warning "Bu çalışma için bir ürün görseli gerekiyor." (This study needs a product image.) appears.

## Settings and limits

| Setting | Rule |
| --- | --- |
| **Product Name** | Required, up to 255 characters |
| **Product Description** | Optional; up to 1,000 characters in General Research, 2,000 in Fashion |
| **Minimum Price (₺)** | 0 or higher |
| **Maximum Price (₺)** | Greater than the minimum price |
| **Price Step (₺)** | Greater than 0 |
| Number of price points | 3 to 16 on an automatic ladder |
| Price format | Up to 2 decimal places |
| **Add Custom Price** | Added to the ladder; the same price counts only once |
| Currency | Turkish lira (₺) only |
| Default | ₺500–₺1,000, ₺100 step (6 price points) |
| Product image (Fashion) | Required; 1 image, JPG, PNG or WebP, up to 5 MB |

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](/en/docs/account/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

| Card | What it shows |
| --- | --- |
| **Participants** | The number of personas included in the analysis |
| **Optimal Price** | The price that maximises revenue (price × number of buyers) within the tested range. It is found on a smooth curve fitted through the prices, so it can fall between two tested prices. |
| **Demand at Optimal Price** | The percentage of personas expected to buy the product at the optimal price |
| **Demand at Min Price** | The percentage willing to buy at the lowest tested price; the highest demand in the range |
| **Avg Price** | Average willingness to pay: the average of the highest tested price at which each persona's purchase probability is 50% or more. Personas who accept no price are left out. In Excel and the PDF, it appears as **Avg. WTP**. |

### 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.

> [!NOTE]
> Demand and revenue are on the scale of your population: in a study with 200 personas, demand is at most 200 people. These values are not estimates of market size or sales. The results are language model output; validate high-stakes decisions such as pricing with real consumers ([Accuracy and limitations](/en/docs/getting-started/accuracy-and-limitations)).

## 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](/en/docs/results/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](/en/docs/results/exporting).

## 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](/en/docs/research/choosing-a-method)
- [Competitive Analysis (Conjoint)](/en/docs/research/competitive-analysis)
- [Feature Price Impact](/en/docs/research/feature-price-impact)
- [Segmentation](/en/docs/results/segmentation)
- [Credits](/en/docs/account/credits)