What You Lose with Online Concept Tests

What You Lose with Online Concept Tests

Most companies test new product or service ideas with concept tests to evaluate market interest and to refine their ideas. Most of these (like most surveys, nowadays) are conducted online, which offers speed and cost efficiency. But there is a downside. While people are quite adept at reviewing ideas and answering questions in online formats,…

Net Promoter Scores Don’t Beat Other Measures

Net Promoter Scores Don’t Beat Other Measures

I used to get more worked up about survey answer scales than I do nowadays.  I didn’t like even-numbered scales, including 1 to 10 scales (no midpoint!) or five point scales (too blunt!) or seven or nine point scales (not intuitive!).  I liked zero to ten scales—and still do—because they offer good opportunity for respondent…