Placeholder study
Every name, figure and quote on this page is invented to show the shape of a VETT case study. No mission was run, no customer is described, and none of these numbers means anything. It will be replaced by a real study.
Van Westendorp pricing, with a Gabor-Granger ladder. n = 60. United Arab Emirates and Saudi Arabia. Example month.
A speciality coffee roaster had been selling a 250g bag at $20 for two years and had never tested the number. Costs had moved, the team suspected the bag was underpriced, and the founder wanted to go to $24. Nobody in the room could say what $24 would do to volume, so the argument kept resetting.
The decision was worth roughly one quarter of gross margin and needed making before the next roast cycle, which ruled out a four week panel study. The brief was narrow on purpose: find the price the market accepts, and find the point where demand falls off a cliff.
The demand ladder: the share of the sample who said they would still buy at each price. n = 60, authoritative posture. Demand holds through $24 and then drops 25 points between $24 and $27, which is where the ceiling sits.
“I buy coffee every fortnight, so an extra four dollars a bag is about a hundred dollars a year. I would pay it if the bag actually tasted different.”
“Twenty four is the number where I stop thinking about it. Twenty seven and I start comparing.”
“The roast date on the bag does more for me than any of the branding.”
Buy a bag every two weeks, brew at home before the office, price aware but not price led.
Own a grinder and a scale, read roast dates, least sensitive group in the sample.
Buy three or four times a year for someone else, anchor on packaging and on the story.
Above the statistical gate
n=60. Above the n>=30 threshold VETT requires before headlining a price point.
VETT respondents are simulated, not recruited. Read this as evidence about direction and ranking, and see how VETT produces a number for where each figure stops being reliable.
That is what this study cost and how long it took, start to finish. Yours runs the same way.
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