Leveling the Playing Field – Quirk’s Research Review, April 2018 Issue
by Peter Gold and Jordan Losen.
When charged with the task of determining a winning concept (e.g., product or advertising concept, positioning statement, product claims, etc.) to bring to market among two or more options, marketers and researchers have several methods from which to choose. The most robust of these is the monadic-cell test design, where respondents view and provide feedback about only one concept. It’s considered superior methodologically to other research designs because it eliminates the possibility of the “halo effect,” where consumers’ responses to one concept are impacted by their exposure to other concepts.
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