Aim: Forces preferred choice from 4 - 5 options (Typically used for product testing)
Example question: Which of these would you buy?
Number of options to test:4–5 options, shown 3 at a time in every combination, and also adds “none of the above". The panel choose a favourite from each screen until all combinations have been seen.
Results format: Reports both exclusive preferences (shows when panellists have been loyal to one specific choice throughout) and all preferences (including non-exclusive choices).
Best for: Testing product concepts and messaging in the ideation and commercialisation stages. Often run with top ideas from a Multi-option steer to understand which is favourite. Indicates loyalty to certain options
Example:
We asked consumers to choose their preferred ice cream flavour, considering that it is eaten as a dessert (rather than a regular or occasional treat, for example). 398 consumers had exclusive preferences, i.e. chose the same option every time it was offered:
As for "All Preferences" below, it shows the results of all the choices stated by consumers, which include second and third choices given when the consumer couldn't choose their preferred option. It also includes the choices made by consumers who didn't express a clear exclusive preference for any given option.
The chart shows the number of times the option was chosen as a percentage of times it was displayed. As each consumer's response includes the same number of choices this can be interpreted as the percentage of people who chose that option:
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