“the van Westendorp pricing analysis where one of the questions we asked and we had 500 responses to this and we asked all those segments at what price point is Ladder so expensive that you never buy it at what price point is Ladder expensive but you still consider purchasing it at what point is Ladder a good deal and at what price point is it so cheap that you question the quality of the product and out of that there's a formula that spits out an optimal price point range”

Van Westendorp on 500 users surfaces the clearing price better than guessing

Facing a pricing reset after the Facebook burn, Greg ran Van Westendorp surveys across multiple cohorts — coach referrals, Facebook leads, users with different training goals. Slicing by cohort revealed the clearing price was $29/month regardless of origin. The exercise replaced opinion with data and gave the team conviction to launch a completely redesigned offering with confidence rather than guesswork.