An experiment was conducted to understand if and how households change their power consumption in response to variable hourly electricity prices. The data were collected from several Norwegian regions, and various price signals were tested over two winter periods from early 2020 to spring 2021. The dataset includes hourly consumption data of all participating households and answers to three surveys about household characteristics such as electric appliances, living conditions, socio-demographic variables, and willingness to be flexible. Temperature data are added to the dataset from public sources. This comprehensive dataset can be used for in-depth analysis of household flexibility potential. Furthermore, subgroups, such as low-income households or highly electrified households with electricity as a primary heating source, can be investigated to enhance the understanding of how these are affected by variable power prices. The dataset is described in detail in an accompanying data article in Data in Brief: A rich dataset of hourly residential electricity consumption data and survey answers from the iFlex dynamic pricing experiment - ScienceDirect Supplementary figures containing the survey results are available here: Supplementary result diagrams from household surveys on implicit demand response (zenodo.org) Survey answers in Norwegian are available here: iFleks-prosjekt: Spørreundersøkelser med husholdninger og næringsliv om forbruksrespons på elektrisitetspriser