What is a direct paired comparison?
- Content Type:
- Glossary
Direct Paired Comparison Definition
A question that directs the respondent to make a comparison between two objects.
Direct paired comparison assesses and compares the relative preferences or importance of items, features or attributes. In this method, respondents are presented with pairs of options, then are asked to decide which one of each pair he, she or they prefers. The result is that a dataset of preference rankings is generated, then analyzed to understand the relative attractiveness of the options. Direct paired comparison provides an efficient way to the attributes or options in products and services. What’s more, it reduces the threat of biases that can arise from other ranking methods. In addition, it offers the option of quantitative analysis of customer preferences.
Who relies on direct paired comparison?
Marketing professionals, product developers, and researchers use direct paired comparison to learn insights about customer preferences of features or attributes. Also, businesses that seek to understand preferences, such as consumer goods, technology and automotive sectors, turn to the method to collect data.
Why should I care about direct paired comparison?
Direct paired comparison assists marketing professionals and businesses in understanding which product or service features or options resonate with customers. Those insights help make informed decisions, determine target marketings and establish more effective marketing strategies.