Choice-based research

We prefer choice-based research methods for most objectives and situations.  In most cases they give us better information for predicting whether purchasing behaviour will change at point of sale.  Descriptive techniques, on the other hand, can be overly positive about the prospects for new concepts, products, or even small changes to pack design.

In addition, choice-based methods can often access decision-making mechanisms in a less cognitive way.  Asking people whether or not a particular prototype drink has a particular characteristic, say honesty, might elicit blank stares, or poor data.  Rating scale questions of this type can be even more problematical.  But, if the question is put in a choice-based way - which of these terms best fits this drink - honesty or liveliness - respondents are far more able to deal with this question and provide consistent and meangingful data to us.  Online techniques make this type of research very practical and engaging for respondents.  Data from relatively small samples can be brought together to provide sophisticated profiles with high levels of statistical robustness.

The attached article was written by Pippa Bailey for Marketing Week and explains the pros and cons of each process.

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