Gabor-Granger

Also known as: Gabor Granger, GG Method, Demand Curve Analysis

Pricing technique measuring purchase intent at different prices to build a demand curve and calculate the optimal price.

The Gabor-Granger Method is a pricing research technique that measures consumers' purchase intent at several prices presented sequentially (high to low or randomly) to build an empirical demand curve and calculate the revenue-maximizing price (price × purchase intent).

Unlike Van Westendorp (which uses hypothetical questions about price ranges), Gabor-Granger exposes the respondent to a specific price and directly asks whether they would buy at that price. This generates data more directly interpretable as a demand curve.

It is especially useful when a predefined price range is to be evaluated, and when the expected revenue at each price point needs to be calculated.