A short version of a real LIMEN study.
Earlier this year we measured what people in Italy would pay for AirPods 4. This demo uses the same screens and the same task, with fewer decisions. It takes about a minute.
- The store scene
- Ten price decisions
- What the timing shows, then the real study
The real study runs on a laptop only, with a keyboard, so every answer is timed the same way. On a phone you can tap.
Imagine you are in an electronics store.
You will see a price. Decide whether you would buy or would not buy AirPods 4 at that price.
Go with your first instinct. Don't think too long.
What the timing shows
Answers slow down where the decision is hard.
Decision time at each price for a typical participant. A fast answer means the price was clearly fine or clearly too much. A slow one means the person was torn. Every decision gives LIMEN two signals: the choice and the response time. We compare the two and tell you where the threshold is.
This curve is simulated, not built from your answers. Ten decisions are too few to read one person's timing; the real study used about 240 per person.
The real study
What 52 people in Italy did with the same task.
This curve is built from the results of the LIMEN test: the same task you just did, run with 52 people. At each price, each line shows the share of people who still answered “would buy”. The black line is everyone together; the two grey lines are the two groups inside it.
The black line does not slide down gently. It drops in two steps, because in this sample of 52 the choices fell into two groups with different limits. One stopped near €101, the other at €149, Apple’s retail price.
An average of the two would fall somewhere in between and describe neither group. So the study reports the two groups rather than one number.
About this demo
What is the same as the real study. The store scene, the product image, the keys, the fixation cross, the two phases (the second half of your prices was chosen, without telling you, from your answers in the first half). Each of these can be customized.
What is shorter. Here you made decisions. In the real study each person made about 240, enough to pin down one person's threshold.
What is missing. The real study opens with practice decisions that are not recorded, so people learn the keys before anything is measured. Here the first answer already counts, and your first few may be slow for reasons that have nothing to do with price. The real study also asks four direct questions about price, to compare what people say with what their decisions show.
What is simpler. Here the chart is a simulated example, not your answers. The real study fits a decision model to every answer and its timing across all participants, checks the data before reporting any number, and finds the groups in the market.
For another product, everything can be customized: the scene, the product image, the prices, the number of decisions, the language. The scene shows what buyers actually meet before they decide, such as a product page, a sales conversation or a store shelf. What people have just seen shapes how they decide.