Aim: to gauge opinion on a subject by providing a yes/no answer.
Example questions: Do you think that this packaging is recyclable? Would you buy this product?
Number of options to test: one
Results format: percentage of yes and no selections.
Best for: If used for purchase intent, it should be used to understand the relative position to other yes/no’s rather than noting a specific score. Always consider whether a Single Answer with more options is more appropriate
Example:
We asked 510 consumers whether they would order kombucha in a restaurant. Kombucha is a trendy fermented tea drink, offered by some innovative restaurants and bars:
Finding out what overall ratio of consumers would order the drink might be useful, but applying a demographic filter to the results would provide a much deeper understanding of the market. For example, the results can be viewed by region, which will show us that restaurants in London are much more likely to benefit from including the drink on the menu.
Please note:
With Yes/Nos, results are over inflated and cannot be compared with penetration.
You always get a high percentage of people that say they will buy something because research shows that when you ask people any kind of market research they over inflate their responses because consumers inherently want to please. This is why we have created Vypr to work the way it does, so that we can eradicate as much of that behaviour as possible.