Aim: to provide a forced choice between 2 or 3 options
Example question: Which of these would you buy?
Number of options to test: two or three options (automatically adds "none of the above").
Results format: percentage who selected each option.
Best for: forcing a preference between 2-3 concepts in ideation and commercialisation stages. Often run with top ideas from a Multi-option steer to understand which is favourite
Example:
We asked 516 consumers to select one of two versions of peanuts - salted and unsalted, also giving them the option to reject both:
The majority of consumers opted for salted peanuts. A relatively small percent rejected both, meaning that peanuts overall are widely favoured.
In this 2nd example, we asked the panel to select one of two packaging formats for the same product. The results show that the circular was preferred but there is quite a small margin between the two.
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