Gabor-Granger
Find the revenue-maximizing price from willingness-to-pay data.
PRICE POINTS · 5
PRICE
% BUY
REVENUE
$
702
$
1,178
$
1,276
$
1,092
$
735
Revenue-maximizing price: $29
DEMAND & REVENUE
Revenue index
% who buy
What is Gabor-Granger?
The Gabor-Granger method tests a set of candidate prices, asking how many would buy at each, then multiplies price by demand to find the revenue-maximizing point.
Revenue at price = price × % who would buy
How to read your result
- Enter each candidate price and the share of respondents who'd buy.
- Revenue = price × buy-rate; the peak is your recommended price.
- Higher price lowers demand but can still raise revenue up to a point.
- It optimizes revenue, not necessarily profit — factor in costs.
Frequently asked questions
How does Gabor-Granger differ from Van Westendorp?
Gabor-Granger finds the single revenue-maximizing price from buy-rates at each price; Van Westendorp finds an acceptable price range from perception questions.
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