Aim: to test product name, descriptions, marketing messaging
Example questions: Would you buy this product?
Number of options to test: 2 or 3. This is an A/B (monadic or split test) where the panel is split into 2 or 3 portions and consumers in each portion see only one of the 2 or 3 options to be tested. The image remains constant for all panelists.
Results format: Reports yes/no percentage for each option.
Best for: Assessing product descriptions, names, product claims and marketing messaging.
Example:
We tested whether the word English in the description would affect consumers’ intention to buy this canned wine, trying to establish whether English provenance could justify a premium price point. For this purpose the question includes a suggested price:
It is important that each steer tests just one variable so that the results provide a valid insight. The word 'English' is the only difference between the two descriptions. The percentage difference between the two groups of respondents is too small to be statistically significant for a panel of this size. Accepting that we have obtained similar results for the two descriptions, we can conclude that overall English provenance in this product is not seen as a premium feature.