Aim: to test and benchmark a number of ideas and concepts.
Example questions: Would you buy this product? Do you find this appealing?
Number of options to test: Up to six, the consumer can choose more than one.
Results format: Percentages who selected each option.
Best for: Test initial ideas and concepts in ideation phase; Benchmarking products, packaging or messaging against competitors / existing range, Highlighting good or poor ideas.
Example:
We ran a multi-option steer to figure out how likely consumers are to buy dry shampoo in view of its format – spray, powder, gel or paste:
The spray format is likely to remain most popular in future, as almost 80% of consumers would currently buy into it. ‘Powder’ is also established, while gel and paste, being more novel forms of dry shampoo, scored 50% and under.
The compare views below allow you to spot the differences between segments of respondents at the same time as differences between products. The green bars represent male votes on the left-hand side and female votes on the right-hand side:
Interestingly, men are more inclined to buy gel and paste by 4-5 percentage points when compared to women.
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