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Can advanced techniques like conjoint analysis and max-diff work on mobile screens?
Brian McEwan
Director of Client Services
Sawtooth Software
brian@sawtoothsoftware.com • 801-477-4700
So far the answer is yes. We’ve seen several independent research papers over the past few years looking at choice-based conjoint and max-diff (best/worst) scaling surveys. The authors investigated potential differences in various areas including time to take the survey, the resulting utility models and self-reported metrics such as readability and enjoyment. Small differences exist between laptop/desktop users and tablet/smartphone users, but generally the results show these powerful techniques hold up very well on smaller screens (and in a few cases respondents on smaller screens had better outcomes).
We suppose that most people willing to take a survey on their mobile device would have a good level of familiarity and comfort when it comes to navigating complex Web sites, including making purchases. Pew Research estimates 77 percent of Americans over the age of 18 own a smartphone and others estimate 30-40 percent or more of global e-commerce is done from a mobile device nowadays, so people are getting a lot of practice.
Not all exercises transfer to a small screen, such as store shelf displays or conjoint designs with a very large number of attributes. Several of the authors discuss small changes and some simplification approaches to make an exercise much friendlier for small screens. You still need to be diligent about testing your survey and getting some feedback from survey respondents but we’re optimistic that these approaches still provide robust and good-quality models for predicting market choices.
I am new to neuroscience research; why does testing emotional responses matter?
Carl D. Marci, M.D.
Chief Neuroscientist,
Nielsen Consumer Neuroscience at Nielsen Company
carl.marci@nielsen.com • 617-904-3301
With so many messages in the world, emotions act to filter and tag what is most relevant, motivating and important. The more emotional, the more likely a message is remembered and affects future purchase behaviors. Neuroscience shows up to 75 percent of brain processing occurs below conscious awareness. Our non-conscious emotions are always on and just asking consumers what they think misses important insights. Only consumer neuroscience measures the non-conscious emotional response, providing insights to improve brand communications.